Author: Megha

The Best Channels to Promote B2B Events in 2025 (and How to Use Them Effectively) 

Why B2B Event Promotion Requires a Multi-Channel Mix 

Heading into 2025, audiences in the B2B space are more fragmented than ever. Decision-makers don’t just reside in one space online, they are consuming industry news, browsing LinkedIn, skimming newsletters, and engaging with private communities. This means only promoting an event on one channel, is no longer sufficient.   

An effective B2B event promotion strategy involves a multi-channel mix that balances reach, trust, and conversion power. Internal channels are the foundation, organic channels add credence, paid campaigns increase reach, and partner programs offer a third-party validation. When combined in a multi-channel event promotion strategy, these 4 components offer a maximized ROI while ensuring no audience segments are left behind.  

The real question is not which channel is best, but which mix of channels will work best to achieve your event goals. Let us evaluate the best suited B2B event promotion channels at this stage of events in 2025, and ways you can use them purposefully. 

Internal Channels – Activating Your Owned Assets 

Internal channels are often overlooked, however, they are the best place to promote B2B, and they are already owned assets. It comes down to your existing CRM, employees, and customer channels. 

• Email Campaigns: 

Email is still one of the best ROI channels for B2B events. The ROI is even better if you segment your lists based on prior attendee history, position, or engagement level so you can do more personalized outreach. Example: “Hey, since you attended our AI Summit last year we would love to invite you to this year’s on enterprise automation. ” 

• Employee Advocacy: 

Your employees, and especially your leaders, provide trusted voices to reach on LinkedIn. Ask your employees to share event media, speaker announcements, blog posts, or behind the scenes event prep and this can really grow your organic reach and create authenticity. 

• Company Newsletters and Portals: 

B2B buyers are already viewing updates from you via these channels. If you make a habit of promoting your events consistently in your monthly newsletters, and via a customer portal, this will stay top of mind without cost or management of a promo campaign. 

How Internal Channels Are Better: They’re trusted, personalized, cost-effective, and an easy environment to generate a base of registrations before advancing to external campaign promotions. 

Organic Channels – Building Authority and Discoverability 

Organic channels require time to produce results but communicate sustainable visibility and credibility, which are both core foundations of B2B events.  

•  SEO and Blogs  

Publishing SEO optimized articles that closely relate to your event theme means organic traffic towards your subject and all whilst attracting industry authorities/stakeholders looking for answers. This is justified in the example article, “The Future of Enterprise AI in 2025,” that recently published, a mixture of thought leadership but by also providing a promotion for the event, AI Summit.  

•  LinkedIn Thought Leadership  

Following speakers, executives, and subject-matter experts provide a massive value. Using previews of your sessions, industry insights, outlining “why we are excited about this event” previews, building authority, and developing anticipation leads into your event.   

• Social Media Content  

Besides LinkedIn, I believe Twitter (X) & Instagram Stories (and other platforms) can provide previewing utility; feeding into social-media-saturation while sharing and documenting behind-the-scenes of your preparation, interviewing speakers, or teasing your event. This provides additional touch points for continued familiarity.  

The Power of Organic Channels: For B2B marketing in lead generation for examples, one of the biggest strengths of organic channels is the authority and inbound discovery, with leads being generated and attracted by your content even after the event concludes. 

Paid Channels – Driving Scale and Precision 

Paid channels are the fast track to your campaign, giving speed and precision at scale. 

• LinkedIn Ads: 

The gold standard B2B targeting mechanism there is. Filter by role, seniority, industry, geography, and company size; it’s guaranteed every rupee you spend will be delivered to the right audience. Best used for lead gen campaigns connected to early-bird registrations. 

• Google Retargeting: 

Great for providing a reminder to warm leads that visited your event home page but didn’t register.  Think of your ad as a friendly reminder, bringing prospects back into the funnel as they consider registration or ticket purchasing. 

• Sponsored Content in Niche Newsletters: 

Most industries have trusted newsletters or media outlets that provide high engagement traffic. Use sponsored placement in these newsletters to focus your advertisement and develop some credibility and relevance around your event and promoted content to come. This strategy is especially effective when engaging niche verticals. 

Advantages of Paid Channels: Offers scalable reach and measurable ROI but does take some discipline to manage your budget and not overspend. 

Partner Channels – Leveraging Networks Beyond Your Own 

Trust is currency in B2B. Partner channels lend credibility and can broaden access to audiences outside of your normal reach. 

• Speaker Networks:  

Often, invited speakers come with large professional followings. If you can enlist invited speakers to share promotional content they will effectively bring your event into trusted peer networks. 

• Sponsors & Exhibitors:  

These stakeholders have skin in the game. With a coordinated campaign (a co-branded post, an email blast, etc.) they amplify your promotional stakes. 

• Industry Associations & Media Partners:  

Associations and trade media carry authority credibility. Their endorsement signals credibility, and that attending your event is a must-attend for industry -it creates event FOMO in your audience. 

Importance of Partner Channels: They provide a combination of third-party validation and reach, which is critical in establishing your event as an industry leader. 

Emerging Channels to Watch in 2025 

While the four pillars are key, there are many new channels that are changing the way B2B marketers will promote their events. 

• WhatsApp campaigns:  

Direct- it’s personal and urgent. Ideal for reminders (“Only 48 hours left to register”!) or VIP invites. 

• Industry podcasts:  

Podcasts provide a great opportunity to engage with decision makers through storytelling and thought leadership. For example, have a featured guest appearance from the CEO based on the event theme. 

• Private communities (Slack, Discord, LinkedIn Groups):  

Closed, high-value communities are the final frontier for B2B engagement. Simply taking an authentic (emphasis on authentic) role in these spaces begins to build relationships that will translate into registrations.  

Trend: A focus on community-first outreach, which is driven by peers, as opposed to “mass push” tactics. 

How to Choose the Right Mix for Your B2B Event 

Since every event has its own goals, audiences, and budgets, determining the best channel mix involves matching the channels to your event type and goals.   

• Major Conferences: Use of all four pillars, as well as emerging channels, encourages proper coverage.  
• Workshops & Seminars: Combining the internal + organic channels with some select paid ads can be very effective.  
• CXO Roundtables: Use of partner networks, targeted emails or direct outreach (not broad paid campaigns) is the best way to promote this event effectively. 

Framework for Channel Selection: 

• Awareness Stage (Launch): Organic + Partners (thought leadership, press releases, endorsements from associations).   
• Engagement Stage (Ramp-up): Internal + Organic + Paid (in blogs, employee organic posts, paid, targeted LinkedIn ads)  
• Conversion Stage (Final Push): Internal + Paid + WhatsApp/emerging channels (urgent reminders, retargeting, direct outreach). 

The key is balance: budget, audience, and event type should dictate how much weight you give to each channel. 

Winning B2B Promotion Is About Smart Channel Selection 

As 2025 approaches, there still isn’t a “best” B2B event promotion channel. The winners are the teams that effectively blend owned trust, organic credibility, paid precision, partner amplification, and experiment with new frontiers like WhatsApp, podcasts, and private communities.  

The message is simple: diversify or risk being irrelevant.  

When building out a multi-channel strategy with the right tools to measure effectiveness, B2B marketers can ensure their event will not only reach the right audience but will also be able to demonstrate measurable ROI.  

Interested in a further breakdown of internal, organic, paid, and partner promotion strategies? Please, download our Event Promotion white paper or explore Samaaro’s channel attribution capabilities today. 

How to Write a Post-Event Evaluation Report (With Examples and Templates) 

Why Post-Event Reports Are More Than Just Formalities 

Post-event reporting is too frequently treated as an afterthought. Teams throw together some numbers in a slide deck, check the “report submitted” box, and move on. But that approach misses the opportunity to unlock the true power of reporting. 

A post-event evaluation report that’s well done is more than just a recap; it is a strategic document that goes beyond event activities and draws the connection to business results, advises leadership on future decisions, and provides insight into both past performance and the future campaign. When done well, the report vehicles learning and growth and is an ongoing road map for continuous improvement, not merely a rear-view mirror that reflects on your last event. 

The objective of this blog post is straightforward: to help you move from data-dumping to decision-driving! We will review the steps to build an evaluation report that is structured, has some balance and still accounts for the perspectives of executives, marketers, and event teams. 

Step 1 – Define Objectives and KPIs Before the Event 

The bedrock of any solid report is your established goals and objectives before the promotion of the event ever begins. If you don’t set goals and objectives, your report will not only lack direction and it will also be a collection of uncontextualized numbers – way less than useful!  

When establishing goals and objectives, make sure to tie them to specific, measurable KPIs. For example:  

• Revenue Goals: Ticket sales, sponsorship ROI, influenced pipeline.  
• Lead Generation: number of MQLs (marketing qualified leads) or SQLs (sales qualified leads) that were added to a CRM.  
• Engagement: number of session attendees, chat activity, poll replies.  
• Satisfaction: Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), qualitative comments.  
• Retention: number of returning attendees, opportunities for expansion in accounts.  

Example:  

If the objective of your event was to “grow enterprise pipeline by 15%,” then your report should include measurement of: total number of leads, conversion %, opportunities created. 

By connecting your goals with data categories upfront, you essentially ensure that your report answers the most important question for your stakeholders: “Did we achieve what we set out to do?” 

Step 2 – Collect Both Quantitative and Qualitative Data 

Your reports should encompass the complete narrative, information has both numbers and narratives. 

Quantitative Data (the what): 

• Registration and attendance rates 
• The CTRs of our campaign emails 
• The total number of login sessions and watch time 
• Survey scores (NPS and CSAT) 
• Revenue and pipeline attribution  

Qualitative Data – (the why): 

• Open-ended attendee comments  
• Customer testimonials gathered during and/or after the event 
• Internal staff observations (what worked and what didn’t) 
• Sponsor/speaker reflections 

Why does this matter: Quantitative tells you what happened, qualitative tells you why it happened. For example, if the keynote had low attendance, the qualitative might help us determine why. The title was not compelling enough or clashed with another popular session. 

Step 3 – Structure the Report into Key Sections 

A great report is a structured story, not a data dump. A report divided into sections will help stakeholders find the information that they most care about.  

Suggested post-event evaluation report structure:  

Event overview   

• Event name, date (or date range), location (or virtual format)  
• Audience profile, including an overview of industry, job roles, and geographies  
• Indicate stated goals and objectives, if applicable  

Goals vs outcome  

• For each goal/objective, show the outcome.  
• Example: “Objective: Generate 500 MQLs → Outcome: 620 MQLs (124% of goal).”  

Engagement metrics  

• Breakdown of registration vs attendance   
• Session-level attendance   
• Poll results, Q&A, chat participation   
• Engagement with social media   

Feedback highlights   

• NPS, CSAT, or satisfaction ratings for the event   
• Top 3 themes from positive feedback  
• Top 3 areas for improvement  

ROI analysis  

• Revenue from ticket sales and sponsorships   
• Deals influenced and pipeline attributed to the event   
• Cost of the event vs return (event ROI %)   
• Recommendations and next steps   
• Identified practical improvements for the next event  
• Strategic take-aways for longer term planning  

This flow ensures that your report will answer sequentially the typical questions: what happened, how successful was it, why did it happen, and what now? 

Step 4 – Add Visuals, Charts, and Comparative Insights 

Numbers alone can be lifeless. Visuals tell the story. 

• Dashboards and Charts: Showing trends of your registrations, funnels of attendance, and spikes/trends of engagement. 
• Comparisons: Highlight progress vs past events (e.g. “Attendance increased by 18% compared to last year’s event”). 
• Segment Insights: Show engagement segmentation by region, role, or industry. 

Sample of Visuals to Include:  

• A bar chart of registrations compared to attendance. 
• A pie chart of participants job function. 
• A line graph of NPS of the last 3 events. 

When you visualize insights, you can morph the report into something that is executive ready and ready to act on. 

Step 5 – Share Reports with the Right Stakeholders 

Not all stakeholders want the same level of detail. A good evaluation report should be tailored for the audience you are sharing it with.  

• CMO’s and Executives: Look for a ROI story, pipeline impact, and strategic outcomes.   
• Marketing Teams: Focus on campaign performance, audience insights, and content engagement.   
• Event Ops Teams: Discuss logistics feedback, satisfaction scores, and operational bottlenecks.   

Tip: Create a master report then use it to make a condensed version for different teams, this will ensure the relevance for each audience while avoiding overwhelming them with too much information. 

Examples and Templates for Post-Event Reports 

Let’s make this practical with an example template you can adapt: 

Post-Event Evaluation Report Template 

Event Overview 

• Name: Enterprise Leadership Summit 2025 
• Date: March 15–16, 2025 
• Audience: 600 enterprise leaders (CXOs, VPs, Senior Managers) 
• Goals: Increase enterprise pipeline, boost brand positioning 

Goals vs Outcomes 

• Target: 400 new MQLs → Achieved: 480 
• Target: ₹1.2 Cr in pipeline influence → Achieved: ₹1.45 Cr 
• Target: NPS of 60 → Achieved: 65 

Engagement Metrics 

• Registrations: 850 
• Attendance: 600 (71% attendance rate) 
• Avg. session attendance: 350 participants 
• Poll participation: 45% of attendees 

Feedback Highlights 

• “Great speaker lineup, especially the AI panel.” 
• “Networking sessions could have been longer.” 
• Overall NPS: 65 

ROI Analysis 

• Revenue from tickets: ₹30 L 
• Sponsorship revenue: ₹20 L 
• Total revenue: ₹50 L 
• Event cost: ₹35 L 
• ROI: 43% net positive 

Recommendations 

• Extend networking by 30 minutes in future. 
• Invest more in panel discussions (highest rated sessions). 
• Increase WhatsApp promotion (drove highest CTRs). 

This kind of structured template turns data into a usable narrative. 

Samaaro Spotlight – Smarter Post-Event Reporting 

Samaaro simplifies the evaluation reporting process through:  

• Automated Data Collection: No more pulling data manually from multiple platforms, all registration, engagement, and surveys data at your fingertips.  
• Balanced Dashboards: Get a comprehensive view of both quantitative measures (attendance, ROI) and qualitative knowledge (open-text feedback, sentiment analysis).  
• Stakeholder Reports: Easily exportable, customizable views that are used for CMOs, Sales Teams and Event Ops.   
• Integrated ROI Tracking: Attestation to direct attribution of leads, deals, and revenue tracked in your CRM.  

Instead of weeks pulling together data, Samaaro users produce executive ready reports in a matter of hours. 

From Report to Roadmap 

A post-event evaluation report is not just a formality; it is a strategic resource. When developed effectively, it tells the complete story of an event, outlines ROI, and outlines actionable steps to improve future outcomes.  

The formula is simple: set objectives up front, balance quantitative and qualitative data, develop the report with a clear structure, visualize key insights, and customize the report for audiences/stakeholders.  

For organizations that run multiple events a year, these reports become the institutional knowledge that can be used as a playbook to repeat success year over year.  

Does the evaluation process sound overwhelming? Download our Post-Event Evaluation white paper or explore Samaaro’s reporting capabilities today. 

What Is the 7P Model of Event Marketing? How to Apply It for Smarter Event Promotion 

Why Event Promotion Needs a Framework 

When marketing events, most marketing teams work hard but not always strategically. Most event campaigns just end up being reactive and fragmented through multiple channels or favoured because whatever tactic they are currently engaged in, or feel is the least effort. As a result, some of the best events fail to meet their attendance and ROI goals.  

This is where the 7P model of marketing can help. The 7Ps were developed to broaden the original 4Ps (‘Product’, ‘Price’, ‘Place’, ‘Promotion’) and provides a structured approach to properly analyse every decision made during an event campaign. More specifically, this model can both establish promotion as a repeatable and comprehensive approach versus being left to chance. 

This blog will provide clarity regarding the 7Ps: Product, Price, Place, Promotion, People, Process and Physical evidence as it pertains to event marketing, and how enterprise can use this model to create ongoing, impactful campaigns as we move into 2025. 

What Is the 7P Model of Marketing? 

The 7P model evolved from the classic marketing mix. The first 4Ps (Product, Price, Place, Promotion) focus more on tangible product goods, but the 7Ps add three more elements: People, Process, and Physical Evidence, for a deeper exploration of the particulars of service-based industries.  

By its very nature, events are experiential products. They bring together both tangible (venue, speakers, ticketing) and intangible (learning, networking, branding) elements. This makes the 7Ps an especially useful framework for promoting events as it incorporates all elements of logistical and perceived value.  

In simple terms: The 7Ps help marketers make sure every base is covered when they design event marketing campaigns, so they do not forget any important parts of the campaign. 

The 7Ps of Event Marketing Explained 

Let’s break down each “P” and how it translates into event promotion strategy. 

1. Product → The Event Itself 

The event itself is really what makes up any campaign. By “product,” we mean the experience, the content, and the format being sold.  

• Define the type: is it a conference, workshop, webinar, or summit? 
• Showcase the unique selling proposition (USP): is it exclusive networking, the best speakers or content? 
• Mitigate with manifold attendee needs: The” product” only exists if you address the audience’s problems and goals.  

For example: A B2B SaaS (software as a service) conference should define the product as a learning hub for industry best practices, discovering innovation, and meeting with enterprise buyers. 

2. Price → Ticketing & Value Perception 

Price is not just a number in an event; it establishes the expectation of the perceived value of the event.   

• Early-bird pricing creates urgency and helps drive your attendees to sign-up early.  
• Tiered pricing (general, VIP, corporate packages) allows you to extend the pricing to capture segment audiences.  
• Free or paid can shift how your audience perceives the event: free = accessible, paid = premium.   

Example: A VIP pass offering private networking and dinners with speakers increases perceived exclusivity, while also enabling another potential revenue stream. 

3. Place → Venue & Digital Access 

“Place” is no longer just the physical venue but also the passages to access the platforms/sites/or channels that you plan to use for your event attendees. 

• For in-person events: Emphasize accessibility/convenience; the prestige of venue; travel accessibility.  
• For digital/virtual events: Emphasize how easy it is to join; compatible with whatever device you’re on; global audience.  
• Hybrid models: Emphasize flexibility – attendees can join from wherever they want.  

Example: If your leadership summit is located centrally in a business district, it shows credibility and professionalism. The option to offer a livestream also allows you to cast a larger net. 

4. Promotion → Campaign Channels 

Marketers tend to focus on just this part of the cycle, but this part is just one piece of the puzzle. Promotion encompasses the methods you use to spread the word and create demand.  

•  Internal: newsletters, employee advocacy, CRM outreach.  
• Organic: blogs, SEO, thought leadership content.  
• Paid: LinkedIn ads on exciting industry subjects, retargeting ads, sponsorships on industry publications and websites.  
• Partner: speakers, sponsors, associations that can add reach to your messaging.  
• Social: countdowns on live video, reels, and threads on X (formerly Twitter).  

The important part is to integrate and not use one channel, but layer them to create campaigns. 

5. People → Staff, Speakers, Influencers 

People drive events, and events are some of their most powerful promotional assets.  

• Utilize speakers as ambassadors and request they promote to their networks.  
• Encourage employees to share the event content on LinkedIn.  
• Hire micro-influencers or industry leaders to leverage credibility.  

Example: When every speaker posts about your event on LinkedIn, the campaign leverages thousands of relevant followers at no additional cost. 

6. Process → Registration & Engagement Journey 

Sleek processes are fundamental to turning interest into attendance. If registration or engagement becomes difficult, the promotional activity may become null and void. With the above in mind, and with a view to reducing unnecessary burden on a potential attendee during registration and/or engagement, consider: 

• Making registration forms as easy and quick as possible.  
• Securing auto-reminder emails and WhatsApp nudges.  
• Creating a journey for the attendee: register → confirmation → content teasers → event day → post-event feedback from attendees.  

For example; an attendee registering, receiving a personalized confirmation email, receiving updates of relative value in small batches leading up to the event as reminders of intended content, and the schedule of the event. A structured approach/communication, and sequence of communications during this process keeps an attendee engaged. 

7. Physical Evidence → Proof of Value 

Tangible evidence gives potential participants a sense of value that can be difficult to quantify.  

•  Showcase your branding everywhere in your digital assets.  
• Feature testimonials, engaging video highlights, and case studies of prior editions.  
• Use logos of sponsors and partners as endorsements.   

Example of a landing page with video highlights of last year’s summit, along with testimonials from Fortune 500 attendees, creates trust right away. 

Example – Applying the 7Ps to a Flagship Event Campaign 

Picture that a business has just run their Annual Leadership Summit. If you are conscious of the 7P’s, your campaign could look something like this:  

Only consider the graphics within your campaign  

• Product: Prop up the Summit as the leading thought-leadership event in the enterprise space for enterprise leaders.  
• Price: an early bird price of ₹ 5,000, standard price of ₹ 8,000, and VIP price of ₹ 15,000 which includes networking dinner.  
• Place: The summit will be accommodated at a centrally located 5-star venue. The summit is also being streamed in parallel as a virtual summit.  
• Promotion: We have a coordinated, multi-channel marketing push, blogs, LinkedIn ads and speaker driven promotions.  
• People: There will be 20+ people in high-profile roles presenting at the event and promoting to their own followers.  
• Process: Completely automated campaign, automated funnel, reminders sent to registrants, resources to support participants.  
• Physical Evidence: to support credibility- there will be testimonials, video highlights from last year, as well as logos from industry leaders who are the sponsors.  

Engaging with this campaign design framework will help ensure your campaign is complete, credible and consistent. 

How Samaaro Supports the 7Ps of Event Promotion 

Samaaro’s platform is designed to make each of the 7Ps work in a simple and real way:  

• Promotion: Multi-channel campaign management supported with attribution and dashboards.  
• Price: Built-in ticketing features with tiered and discounting.  
• Place: All the support needed for access and registration.  
• People: CRM integrations and advocacy to leverage the networks of employees and speakers.  
• Process: Email reminders are automated, WhatsApp campaigns, and engagement feedback loops.  
• Physical Evidence: Branded event portals and highlight showcases.  

Samaaro takes the 7P model out of the theoretical and into a practical campaign tool. 

7Ps as a Blueprint for Consistent Event Growth 

Event marketing does not have to be a frenzy or a guessing game. The 7P model allows event marketers to give structure to the full range of aspects of event marketing depending on the time of year including pricing, promotion, and engagement with attendees.  

 The real benefit of the 7Ps is consistency: every time a campaign is run, it can be documented, implemented and improved upon based on the previous campaign. This is especially beneficial for companies running multiple events in a 12-month cycle as it allows for sustained growth.   

Would you like to learn more about how you can build promotional campaigns using models like the 7Ps? Download the Event Promotion white paper or see how Samaaro makes execution easy.