MPG's Insights Blog & Resources
A collection of articles, how-to-guides, resources and event takeaways from MPG - focused on high performance marketing for B2B conferences and exhibitions.
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In part 1 of our Account-based marketing (ABM) series we looked at how it can lead to substantial return for your business. In part 2, we outlined the three types of account based marketing, with the ...
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In part 1 of our Account-based marketing (ABM) series we looked at how this approach can lead to substantial return for your business. We covered the more ‘obvious’ performance metrics across sales an ...
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Account-based marketing (ABM) is a marketing approach focused on identifying, targeting and engaging a set of high-value accounts by creating personalised messaging and customer experiences. These may ...
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Seasoned event marketers all know that a relevant, ‘large enough’ and well-structured first-party data set is needed for event marketing to work well. This is because efficient and effective event pro ...
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If you’re a B2B event marketer, chances are you’ve struggled with making sense of your marketing analytics. It’s a common challenge, especially with the ever-increasing complexity of tools and data so ...
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Back in May 2023, when AI was coming into sharp focus for all business leaders, we wrote this blog post about how senior executives in B2B media and events businesses should respond. Our challenge to ...
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Email has always been, and remains, one of the most important channels for events and subscriptions marketers. Across acquisition, engagement and retention, email typically drives the most direct reve ...
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With the end of the summer fast approaching, this is the perfect time to join MPG for a refresh and reset “retreat”, so you can recharge for the second half of the year. While we can’t promise warm sa ...
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Many conference organisers are currently having an internal debate focused on the following questions: How much should event marketers be supporting sponsorship sales? How can event marketers cover b ...
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MPG’s recent roundtable discussion brought together senior event marketers to talk about PPC (pay-per-click) and paid media strategies. Here are 5 important things we all took away from this session… ...
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As an event marketer, you will be familiar with the pressure of orchestrating a flawless event that leaves attendees buzzing. We want to ensure our emails look great and generate good engagement from ...
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Let’s talk about PPC (including Paid Media) and why it’s a game-changer for your event strategy. Pay-per-click (PPC) advertising is a powerful tool for event marketers, which requires specialised expe ...
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So, you've decided to level up your analytics game with Google Analytics 4 (GA4). Here is a step-by-step guide created by Team MPG’s GA4 experts to ensure you know where to start and how to achieve a ...
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GA4, the latest iteration of Google Analytics, has become ubiquitous, whether through deliberate adoption or automatic migration by Google. How are companies faring with this transition? It’s a mixed ...
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As data privacy regulations become increasingly stringent, the role of consent in marketing cannot be overstated. For event businesses, understanding and implementing Google’s consent mode is not just ...
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At the end of January, MPG hosted a roundtable discussion for event marketing leaders, bringing together senior marketers from B2B event organisers to share insights about what it means to be a data-l ...
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Artificial Intelligence (AI) is revolutionising digital marketing by providing insights, automating processes, and personalising customer experiences, leading to increased engagement, higher conversio ...
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There has been a lot of talk lately about delegates, visitors, sponsors and exhibitors committing late to events. Contracts are being signed later, and registrations are being made later. This is not ...
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With the rise of paid media and web 3.0, is email still an important channel? The answer is simply “Yes”. Strong email marketing is essential to the success of any conference. Why is email a critical ...
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AI is now with us in a big way - especially for marketers. It’s not the future, it’s not optional, and it won’t steal your job if you see it as an enabler rather than a threat. Team MPG has been worki ...
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AI remains an area of particular interest for B2B marketers. At Renewd’s recent 3-part AI roundtable series for B2B subscription, membership and event professionals, MPG took to the stage for the mark ...
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In our last blog post we looked at how AI could be making in-person B2B events more important than ever, and how a strong go-to-market strategy and marcomms plan is absolutely essential every year for ...
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Marketers of conferences and exhibitions are starting to find practical applications for AI tools. That’s one of the key learnings we took away from MPG’s recent roundtable discussion for marketing le ...
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In-person events have, without any shadow of a doubt, bounced back very strongly since the pandemic. We have seen ample evidence of many annual conferences and tradeshows - particularly those in marke ...
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With artificial intelligence (AI) becoming a prominent part of digital marketing, the realm of attribution modeling has been revolutionised with advanced algorithms and predictive models that can sign ...
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The hype around AI is ramping up, and most leaders and senior marketers in B2B media/events companies are still trying to work out how to react. There is a palpable fear in some businesses that compet ...
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Marketing budgets have fallen again and, according to Gartner’s ‘State of Marketing Budget and Strategy in 2023’ report, 75% of CMOs are being asked to do more with less in 2023. With a hyper-focus on ...
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Last month MPG’s founder, Helen Coetzee, hosted a roundtable discussion for the Renewd community on how to future-proof your marketing. As economists and financial experts continue to debate the depth ...
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As sponsors and exhibitors come back to live events, growing spex (sponsorship & exhibitions) revenue has become an important focus for many B2B event organisers. Without strong growth of this importa ...
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Outbound marketing is a key area for an event marketing strategy - driving key messages directly to potential delegates to get important, time sensitive messages in front of the right people at the ri ...
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Paid media - sometimes referred to as pay-per-click (PPC) and digital advertising - is a conference marketing tool that has seen increased interest and investment in 2022. Its popularity stems from it ...
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Advocacy drives earned media, and as growing earned media coverage should be part of every content marketing strategy, how to drive advocacy should also be top of mind for every marketer. Earned media ...
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As with every function in your organisation right now, marketing needs future-proofing. But, in a very uncertain world, trying to prepare for ‘what’s coming next’ is really tough. How do we identify a ...
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A basic principle of marketing is getting the right message to the person at the right time. This is especially important when the product you’re promoting is an event, as events are so time-sensitive ...
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If you read our earlier blog about how to conduct a marketing audit in order to future-proof your marketing approach, you will know that it is important to audit the overall marketing function. This i ...
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In a recent MPG blog, we covered why advocacy and referral marketing is so powerful, and how having an amplification strategy can help your business be more resilient and grow. Team MPG have helped ma ...
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There has never been a fiercer battle for the time and attention of B2B audiences. As B2B offerings become ever-more digital, and B2B customers become smarter and more discerning in how they find the ...
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