B2B Event Marketing Success With the Virtual Sandwich Method

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B2B event marketing has evolved beyond single, isolated touchpoints. Today's audiences expect ongoing engagement, flexibility, and personalization; and, as a result, traditional event formats are less effective on their own.

Over time, events have become more unique, bigger, and more consuming. For example, events are now considered a full experience as opposed to a handful of disparate presentations in a single conference room at a hotel.

Moreover, in recent years virtual events have become necessary, and virtual events come with their own set of challenges, such as fostering connection, building community, and measuring ROI.

By integrating virtual touchpoints before and after live, in-person events—the "virtual sandwich method"—marketers can reach a broader audience, capture valuable data, and nurture relationships long after the event ends. Adobe and Salesforce, among others, have already embraced that strategy, proving that a well-structured hybrid event experience leads to higher participation and stronger business outcomes.

Personalization is a key factor in event success, and attendees are more likely to engage when content, networking, and session recommendations align well with their interests. So, when building out the strategy for an event, we have to think long-term, not just the event's lifespan and duration.

The "virtual sandwich method" is essential when looking to boost engagement in a hybrid and virtual world.

Pre-Event Virtual Engagement

The attendee journey starts long before the event begins. Virtual engagement in the weeks leading up to an event plays a critical role in driving attendance and setting the stage for a successful experience.

Offering one or two virtual sessions ahead of a conference can help drive registration spikes, shift late signups to earlier in the cycle, and extend the promotional runway of an event.

A well-executed pre-event engagement strategy not only sparks interest but also allows organizers to gather valuable insights into attendee preferences. AI-driven content recommendations can significantly enhance participation by ensuring attendees receive relevant information tailored to their individual interests.

The data collected during this phase can also help event planners fine-tune session offerings, speaker lineups, and networking opportunities to better align with attendee expectations.

By using AI and behavioral data, event platforms can suggest relevant sessions, speakers, and networking opportunities based on an attendee's role, industry, or past event participation. Doing so ensures that attendees begin building their schedules with sessions that resonate with their individual needs and areas of interest.

Pre-event webinars, Q&A sessions, and behind-the-scenes content can also help introduce key themes and speakers while encouraging early interaction among attendees. Pre-event sessions also offer "appointment moments" that drive earlier registration and engagement—modernizing the legacy "Know Before You Go" email by turning it into an immersive, interactive experience.

When audiences engage with content before the event, they arrive more informed, which leads to more meaningful conversations and stronger connections once the event begins. As a result, the event delivers maximum impact, setting the stage for a successful in-person experience and stronger post-event engagement.

The In-Person Experience

The in-person component remains the cornerstone of B2B events, where face-to-face conversations foster trust and accelerate leads. However, pre-event virtual engagement plays a crucial role in ensuring that attendees arrive prepared for a better attendee experience.

Companies can enhance in-person engagement by making networking more intentional and personalized. AI-powered matchmaking, for example, helps connect attendees with relevant peers, customers, and prospects based on shared interests, past event behaviors, or specific business goals. Instead of relying on chance encounters, attendees can enter the event with prescheduled meetings and curated recommendations that ensure every interaction is valuable.

That data-driven approach to networking not only improves attendee satisfaction but also increases the likelihood of successful business connections.

In addition, mobile event apps streamline in-person engagement by making it easier for attendees to access and interact with content, plan schedules, and connect with one another. Mobile event platforms allow attendees to browse session details, receive real-time updates, and engage in interactive features such as live session polling, Q&As, and gamification activities. These digital enhancements can ensure attendees remain engaged while providing marketers with data-driven insights into attendee behavior and interests.

Post-Event Virtual Follow-Ups

An event doesn't end when attendees leave the venue. Post-event virtual engagement is the key to keeping momentum alive and driving long-term business impact.

Through follow-up webinars, exclusive content, and targeted outreach, marketers can continue conversations, reinforce key messages, and move prospects further down the funnel.

The data captured throughout the event, including session attendance, polls answered, and network interaction, can provide insight into what attendees found valuable. Marketers can use that information to segment audiences and tailor post-event communication, ensuring that attendees receive content and offers that align with their interests.

Those follow-ups can be more effective and relevant, and timely interactions can dramatically increase the likelihood of retention and conversion. Rather than sending a generic thank-you email, organizations can provide curated content recommendations, exclusive session recordings, and invitations to smaller, more intimate virtual discussions based on an attendee's specific engagement.

Transforming B2B Events

By using attendee data gathered in the pre-event stage, marketers can personalize networking opportunities, guide prospects toward relevant sessions, and enhance on-site experiences with digital integrations such as interactive kiosks and event apps.

The combination of pre-event preparation, AI-driven matchmaking, and digital event tools ensures that attendees are not only engaged but also empowered to make the most of their experience at the in-person event.

The post-event stage allows for more intentional follow-ups based on data gathered pre-event and during the event, leading to more meaningful connections and conversations. It can also inform future content, such as blog posts, e-books, and guides that are relevant and timely for the audience, extending the life and mindshare of the event.

The pre- and post-event virtual sandwich approach transforms B2B events from one-time experiences into continuous engagement opportunities.

By strategically incorporating virtual touchpoints before and after in-person events, marketers can extend their reach, enhance attendee experiences, and maximize the return on their investment.