Before the web, organizing a successful B2B event was child's play, as easy as saying, "Hey, kids, let's put on a show!"
"Marketing B2B brand events is basically impossible to do successfully unless you have this step done right," Molina says.
Your ability to identify content that connects can only come from one place, as Warwick Davies, owner of The Event Mechanic!, says: "Knowing what’s going on in your market from a DNA level."
"Imported" knowledge of your market won't cut it.
Scratch any failed B2B event and, under the skin, you'll likely find the organizer got the content wrong.
"Get your event content straight," Molina says. "Make sure it's the kind of stuff people want to hear about. Make sure you're offering something that's definitely going to drag them away from their desks and into a room with you."