‘More informal, less stressful’: B2B marketers on opting for events to boost brand
B2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
There aren’t many corporate conferences that go viral. But when a video of a tongue-in-cheek rap battle between graphic design content creator Roger Coles and a Canva ‘enterprise client’ at the digital design platform’s LA event in May was shared online it blew up.
According to the design platform, within 48 hours 50 million people had watched the Hamilton-inspired performance, sparking international headlines and even thought pieces on whether it had crossed the threshold for acceptable ‘corporate cringe.’
Although the rap battle was what got tongues wagging, it was in fact only a few minutes of a major B2B marketing event for Canva, marking the official rollout of a new and upgraded suite of its visual design tools for its business clients.
There were also panel talks, keynotes, handprinted tote bags and team members walking attendees through how to make the most of the new tools in one-to-one sessions. Canva is not alone in choosing events to reach a B2B audience.
