Using Executive Roundtable Events for B2B Marketing

B2B Marketing Trends just published an article I wrote on forming business relationships through executive roundtables.

The article is a quick summary of the major points to focus on when planning and executive a business roundtable event designed to initiative or boost relationships with propsect or customer executives.  Here’s an outline of the main points:

  • The importance of editorial content.
  • Host the round table at a known, quality restaurant as a good meal equals a happy attendee.
  • Target executive invitees carefully and realize that not everyone is right for a roundtable
  • Keep the invitations simple and professional.  I saw this speaking as someone who has been invited to too many events with advertisement like invitations and follow up calls from people who can barely pronounce the company name. 
  • Consider mixing in current customers and qualified prospects.  Nothing speaks louder than a happy customer.
  • Consider co-locating with an existing conference or trade show for that natural attendee base.
  • Plan the right followup…as with any direct contact communications program.

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