Summary
Live Streaming - Live Show #05 - In this penultimate show, I talk about all the possibilities of live streaming B2B events and roadshows and illustrating what you can achieve from doing shows at strategic locations to possibly revolutionising the way your whole industry engages with prospects.
I share a groundbreaking approach to B2B sales and business development. You will learn how combining email marketing, social media ads, and weekly live streams can skyrocket your company's growth, outperforming traditional telesales and cold calling methods. Discover key takeaways, FAQs, and a conclusion that will leave you eager to embrace these innovative strategies.
Here are the the other shows after you've watched this episode: -
- Show 1 - Live Streaming: B2B Advice
- Show 2 - Live Streaming: Digital Content for B2B Success
- Show 3 - Live Streaming: The B2B Exposure and Promotion Plan
- Show 4 - Live Streaming: Engaging B2B Prospects at Scale
- Show 6 - Live Streaming: Digital Selling Review
Table of Contents
- Introduction: A New Era of B2B Sales
- Live Streaming: B2B Events & Roadshows
- Advertising Live Streaming B2B Events
- Live Streaming B2B Events: Weekly or Monthly
- How Email, Social Media & B2B Live Streaming Work Together
- Actionable Key Takeaways
- Frequently Asked Questions
- Conclusion: Seize the Opportunity
1. Introduction: New Era of B2B Sales
Welcome to a new era of B2B sales, where digital selling, email marketing, and live streaming dominate the landscape. With over 30 years of experience, I have identified a game-changing approach that combines email marketing, social media ads, and weekly live streams to achieve unprecedented business growth. Are you ready to ditch telesales and cold calling for a more effective and profitable strategy?
The bottom line, all this has greater reach, greater engagement, and significantly higher profitability than anything your organisation has ever done in the past: -
Show #5 Planning More Than Just Shows for the Future
- Taking Your Show on the Road
- Streaming Live, Live! (A bit like Going Out, Out, you know who you are!)
- Converting Podcasts & Guests
- No more exhibitions – But use the stands!
- Networking Opportunities
- Customer Success Involvement
- Delivery – Timescales – Statement of Work
2. Live Streaming: B2B Events & Roadshows
Say for example, you’ve invested in the Live Streaming kit, you’re reaching every possible prospect around the world, now it's time for Live Streaming B2B Events and Roadshows, taking your show on the road and meeting your prospects face-to-face.
Why a Live Show Event and Roadshow? To begin with, people buy from people and whilst your salespeople might not be livestream celebrities, they will, by default, become recognisable 'faces' of the business. It is for this reason it makes your live stream more accessible to anyone who is actively looking at your particular product or service.
There are various approaches to presenting an live streaming B2B event as it involves brining all the kit with you and setting up in a suitable location, such as a hotel event room.
Here's a typical scenario; You book multiple event rooms at hotels, say a dining room or ballroom depending on requirements, around the country. You hire an event platform, branded, as you would if you were exhibiting at an exhibition. Tables are laid out in the event room and you invite all the localised prospects, customers and any relevant businesses on your Total Addressable Market databse.
Your hosts present their live show as they would at your office studio, but this time infront of an audience. Part of the set up is to invite guests to a live-show podcast which can be recorded but not broadcast live as some guests might feel a bit intimidated about this and some not so much :)
During the day, prospects can come and go and you can decide whether to lay on food and refreshements. The days event is a cross between a live show, business presentation, podcast recording show and a B2B networking event, which could be shared with the local Chamber of Commerce and/or your localised partners.
The event could end by inviting certain prospects and customers to an evening meal/gala diner (you get the idea).
3. Advertising Live Streaming B2B Events
Promoting the live shows are exciting in and of themselves because no one else is doing them. The cost of exhibitions are very high, however, you already have a database of your TAM, therefore it makes financial sense to invite them to your roadshows.
That leads on to social media advertising banners, which we know are a highly effective way to catch the attention of potential customers. But... if we maintain the knowledge that B2B buyers want to remain anonymous, designing eye-catching ads and targeting your ideal audience, can drive traffic to your website, increase brand awareness and get them to follow you, but don't expect a massive influx of people wanting to attend your event, not until the last minute!
Designing Impactful Ads
Your adverts need to stand out in a crowded digital space. Consider enlisting the help of expert designers to create visually stunning and impactful ads that get your message across.
Targeting Your Audience
Effective targeting is critical for successful social media advertising. By using tools like Social 444, you can identify your ideal audience and tailor your ads to their preferences and interests.
4. Live Streaming B2B Events: Weekly or Monthly
Live streaming B2B events offers a unique opportunity to engage directly with your audience, not just online, but face-to-face. By hosting weekly live stream shows, you can provide valuable information, answer questions, and build trust with potential clients as well as demonstrating consistency, i.e. weekly.
The question arises when it comes to the frequency of Live Streaming B2B Events, should you do them weekly to replace the studio show for a 'roadshow season', say six weeks or should you do a live streaming B2B event once a month? I think the answer might lay with your prospects. You could do a split test and see what the turnout is like, however that may also be affected by economic issues, time of year and geographic location of the show.
My initial recommendation is to decide on the locations, then logistics and ensure it accurately combines with the general business calandar, i.e. don't do it during the summer holidays season.
The Power of Real-Time Interaction
The real-time interaction offered by live streaming B2B events creates a genuine connection with your audience. This helps establish trust and credibility, ultimately leading to stronger business relationships. This is especially poignant when business want to remain anonymous for as long as necessary and will only reveal their identities when they're satisfied your business can help them.
Planning and Producing Your Show
Producing a successful live stream show requires careful planning and execution. Utilise low-cost access to live streaming technology and equipment and consider partnering with professionals for podcast production to ensure you can exploit the distribution and engagement of your potential audiences by converting your live show to a high-quality podcast show that also captivates your audience, wherever they are.
On a side note, we have relationships with some very talented, technical and visually appealing exhibition stand providers who provide all manner of online design facilities to create a visually stunning construction for the live show. You provide the artwork and they will erect some pretty spectacular LED walled stands/diases on which to present your show.
5. How Email and Social Media Affects Live Streaming B2B Events
Combining email marketing, social media advertising banners, and weekly live streams creates a synergistic effect, driving more significant results than any single channel alone. By leveraging the power of digital selling, you can reach your total addressable market and maximise your business growth.
Most of the previous commonly used strategies will still be relevant to capture your prospects' attention, but please do not forget the age-old statistics; it takes approx. 30 attempts to get a buyers attention (in 1997 it used to be ten), but it doesn't stop there. Only 1-in 3 messages get through for a multitude of reasons. That means you need a minimum of ninety messages, yes 90 messages, to be presented over a consistent and sustained period of time. The next point of failure is that your social post or advert will not always appear when your intended prospect is online, I know they can scroll down their news feeds, but in most cases they're simply browsing or killing time, not looking for a new supplier!
It is for this reason we arrived at the strategy called Social 444. It stands for four adverts, posted four times a day over four weeks and then you repeat. As you may know, if you were to attempt to post the same advert multple times a day, automatically, the social platforms would throttle your posts and make it unusable. With Social 444, 120 adverts are created in advance, enabling you to visualise your comapny's tone-of-voice and for these adverts to be automaticallt posted everyday, month after month without penalty.
The automated adverts and part of the awareness mix and are to be viewed in combination with the emails being sent out and the banner adverts being psoted to genrally raise awareness of your activities.
Crafting Effective Emails
Good copywriting is crucial for email marketing success. With the help of professional copywriters and A.I. such as ChatGPT, you can create persuasive emails that resonate with your audience and inspire them to take action.
Email marketing is a powerful tool that allows businesses to communicate directly with their target audience. By crafting engaging and personalised emails, you can nurture relationships with potential clients, driving them towards making a purchase.
Segmentation and Personalisation
To make your emails more relevant and engaging, use segmentation and personalisation strategies. By tailoring content to specific groups or individual recipients, you can significantly improve open and click-through rates.
But don't get too hung up on this. Persona type marketing is particularly relevant in business to consumer sales (B2C) but not so much for B2B sales. The key for making a connection with the search intent of the browser is to fully understand F.A.B.Q., Features, Attributes, Benefits and Questions, what is is, what it does, what it means and finally, what questions are they asking themselves and how do you reflect those questions back to the browser.
Following these parameters will ensure accurate engagement between you and your prospects, and that's the objective, yes? Get this part right and all of the expectations of live streaming and B2B events will fall in to place and work together.
6. Actionable Key Takeaways
- Embrace digital selling and pivot your business away from traditional telesales and cold calling methods.
- Craft engaging, personalised emails to nurture relationships with potential clients.
- Design impactful social media advertising banners that target your ideal audience.
- Host weekly live stream shows to engage with prospects and build trust.
- Monitor your results using tools like Google Analytics and Google Tag Manager to optimise your strategies and maximise your ROI.
7. Frequently Asked Questions
Q: How do I start a B2B live streaming show for my business?
A: Using the salesXchange checklist, review the business elements you already have (News, FAQs, Customer Stories, New Products, etc.) and plan your show flow and show segments around them.
Q: How do I plan a live streaming B2B event?
A: Based upon the geographic locations of your existing customers and the spread of your total addressable market, using Google Data Studio or other data analytics platform, identify the most suitable geographic/hotel locations. Whilt most is geared aroudn logistics, it is a stregy that can combine the launch of new products or services in a previously unexpected environment. Also conside a dry run to ensure operations and set up of the exhibition stand and technical elements.
Q: How do I start using email marketing for live streaming B2B events?
A: Begin by building a quality email list from your total addressable market database, segmenting your audience geographically, and crafting engaging content that is sequenced over six to eight weeks informing your prospects that your live streaming B2B event is coming to their location. Enlist the help of professional copywriters to ensure your emails resonate with your target audience and that they flow from week to week and match any social media banner advert posts.
Q: How do I design eye-catching social media advertising banners?
A: Collaborate with expert designers to create visually impactful ads that capture your brand's message. Use tools like Social 444 to effectively target your ideal audience. Utilise A.I. platforms such as Mid Journey, Firefly or Stable Diffusion to create multiple alternative, royalty free images that can be tested with your audience.
Q: How can I create a successful live stream show?
A: Plan your show's content, invest in quality streaming equipment, and consider partnering with professionals for podcast production. Engage with your audience in real-time to build trust and credibility. It's about creating and maintaining transparancy and knowing that B2B buyers will only engage with you when they feel satisfied you can help them.
8. Conclusion: Seize the Opportunity
Now is the time to seize the opportunity and embrace this innovative approach to B2B sales. By combining email marketing, social media advertising banners, and weekly live streams, you can skyrocket your business growth and reach your total addressable market by adding live streaming B2B events and taking your business to your prospects.
Don't miss out on this exciting opportunity – and don't let your competition keep this secret to themselves. Watch the video and learn all you can about digital selling and B2B live streaming to change the fortunes of your company. With salesXchange by your side, you'll fast-track your progress and leave traditional sales methods in the dust.
We have a significantly different perspective on new business development for business-to-business organisations, so much so that we have developed a completely new strategy to replace the existing and typical digital marketing automation lead, demand gen, lead gen and ABM approach.
Visit our Go Live page to learn about each stage:
Go to our Digital Selling pages to see how you can change the way you work and scale up your business.
How to Master B2B Growth through Digital Selling
Learn what to do next when it comes to writing more business. Don't forget to pass it on!
The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.
Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools. Contact: 0800 970 9751 or email
