In BtoB marketing, seminars and events are the perfect place to acquire customers, and in terms of marketing, they are the perfect place to create lead generation and lead nurturing. On the other hand, the content created here is highly convenient content that can be used to improve engagement with existing customers.
Email newsletters and SNS are the main ways to attract customers for seminars and events. When posting event information on a BtoB site, you must be careful about leads to other CVs such as downloading materials and inquiries.
This time, we will introduce key points to consider when creating an event page for a BtoB site, along with an example from a
SaaS
company site.
Event formats are diversifying due to the coronavirus pandemic
Before the coronavirus pandemic, events held in BtoB marketing were mostly held offline in rented seminar venues, but due to the coronavirus pandemic, there was a shift to webinars held online.
There are two types of webinars: live distribution, which is held in real time, and on-demand distribution, which is pre-recorded or previously broadcast. Users can now apply for seminars they are interested in by selecting a format that is easy for them to participate.
In addition to webinars, the number of types of events being held online, such as online consultations and virtual exhibitions, is increasing.
In order to post event information in various formats on a website, it goes without saying that it must be easy for users to understand. The original purpose of a BtoB site is CVs such as downloading materials and inquiries, so if you prioritize posting event information, the number of CVs you want to acquire decreases, which is putting the cart before the horse.
When posting event information, please be careful not to affect CVs such as downloads of materials and inquiries.
Event page creation points [Top page]
We will introduce the key points for posting event information on the top page. On the top page, you must be careful not to interfere with CV leads such as document downloads and inquiries.
① Gronavi + Latest Events + Event List CTA
First, we will post the items that will take you to event information on Gronavi. Additionally, at the bottom of the top page we will provide information about the latest seminars and a CTA to the event list page.
On the website of the pharmacy experience assistant “Musubi”, there is a “seminar schedule” on Gronavi. In addition, the latest seminar information is posted in three columns at the bottom of the top page, and below that is a CTA that says “View more seminar/event information” and a CTA to the event list page.
Musubi – Pharmacy experience assistant that goes beyond electronic drug history
②Gronavi+Following Banner
This is a case where event information is posted on Gronavi and further appealed with a follow-up banner.
On the groupware “Cybozu Office” website, seminar information is posted on Gronavi under the heading “Complete Seminars,” and a follow-up banner further promotes “Online seminars are being held!”
Cybozu Office | Groupware that strengthens the “team power” of small and medium-sized businesses
Event page creation points [Event list page]
Next, we will introduce the points to consider when creating an event list page. Users come to the event list page to look for event information, so compared to the top page, there is no need to consider connections to other CVs. It is important to improve searchability so that users can easily find the events they are looking for.
①First view
There are three types of examples of what should be posted on the first view of the event list page.
Post multiple seminar information in carousel
On the site of the engagement tool “Motivation Cloud”, four seminar information can be viewed dynamically in the first view of the seminar information list. Users can first check what seminars are being held by accessing the event list page.
List of seminar information | Motivation Cloud for organizational improvement
Pick up recently held seminars
On the website of the pharmacy experience assistant “Musubi”, the most recently held seminars are listed on the first view of the seminar list page. This will help you quickly understand which seminars you can attend first.
Event｜Musubi – Pharmacy experience assistant that goes beyond electronic drug records
Post regularly held events
On the cloud RPA “BizteX cobit” website, the “AI-OCR Utilization Individual Consultation Meeting” held every Wednesday is posted on the first view of the seminar/event page. Posting regularly scheduled events makes it easier for users to secure their schedules.
[Free seminars and events are being held] BizteX cobit for cloud RPA | Cloud RPA BizteX cobit
②By target/format
Another way to improve searchability is to create tabs so that users can search for events based on the type of events that apply to them or that they would like to participate in.
Display in event format
On the site of the billing cloud tool “BtoB Platform Billing”, you can search for event information from three categories: “Seminar”, “On-demand Seminar”, and “Exhibition” on the event list page. Tabs are set up in event format to improve searchability of event information.
Electronic invoice event list | BtoB platform invoice
Display by usage type
On the desknet’s NEO website, the list of seminar information clearly specifies the type of user usage: “Customers considering adoption,” “Customers currently using the service,” and “Sales partners.” By separating tabs by target, users can search for seminars that apply to them.
[Customers considering new installation] desknet’s NEO seminar
③Search window
A search window is installed on the event list page of the “MoneyForword Cloud” site. You can search by applicable items such as seminar format, target companies and services.
Money Forward Cloud Seminar & Event Site
④CTA
You can change the text display of the CTA depending on the event format to clearly guide users on the actions they can take.
On the website of the electronic contract service “CLOUDSIGN”, seminar and
archive
video information is posted on the event list page. Users can understand the difference between the event formats by separating the CTA for a seminar with “Click here for more information” and the CTA for an archived video as “Click here to download.”
CLOUDSIGN ｜List of seminars and events
⑤Seminar report
On the website of the business card management tool “SANSAN”, seminar reports are posted as event information. When listening to audio is difficult, you can now view reports in article format.
Event page creation points [Event details page]
The final point is the creation of the event details page. The event details page includes basic information such as title and overview, date and time, viewing method, speakers, and content, as well as an application form. The goal of the details page is to submit a form. The key is to find ways to increase the application rate.
① Application form installation
Event information can be quite large if you post the necessary information. If you place the application form at the bottom of the page, you will have to scroll until you get to the application form. The longer the page itself, the higher the abandonment rate to get there.
In order to prevent users from leaving the page and guide them to fill out the application form, the key points are the location and guidance of the form.
Application form on the side of First View
An application form is installed on the side of the banner on the event details page of the sales and marketing platform “Senses” site. The application form follows even when you scroll down the page, eliminating the need for users to search for the application form.
Set up an anchor link to the application form
On the seminar details page of the talent management system “KaNavi” site, there is a CTA button that says “Registration is now open, apply for the seminar” under the first view banner. Clicking the CTA button will take you to the application form at the bottom of the page.
It is also placed in the sidebar of the event summary, so you can quickly reach the application form without scrolling.
Kaonavi latest seminar information | Kaonavi [No. 1 share] Talent management system that discovers the individuality and talent of employees and accelerates strategic human resources
②Voices from participants
If the seminar was held in the past, we will post the comments of the participants. You can present the benefits of participating in a seminar through the voices of participants and create a sense of anticipation among users.
On the seminar details page on the groupware “desknet’s NEO” site, participants’ comments are posted, saying, “These are the comments we have received from previous participants.”
Groupware desknet’s NEO seminar information
③On-demand distribution includes some of the materials
Some of the materials will be posted on the on-demand seminar details page. By disclosing some information about the seminar, users can check whether the information matches what they want to know, and it can also create expectations for the seminar that users want to know more.
On the seminar details page on the labor management cloud “SmartHR” site, a message saying “Partially released seminar materials” and some slide materials are posted.
[Recommended for information gathering] SmartHR Webinar Archive Special Feature
④ Post information on related seminars
Related seminars will also be posted on the event details page so that users can find the seminar they are looking for.
On the Money Forward Cloud website, related seminars are listed at the bottom of the seminar details page.
Money Forward Cloud Seminar & Event Site
summary
As online events have become widespread, event information in a variety of formats is posted in a way that is easy for users to understand, and the top page is careful not to affect CVs such as downloading materials and inquiries. In addition, at the bottom of the page, there is information on the latest seminars and a CTA to the event list page.Compared to the top page, there is no need to consider connections to other CVs, which is what users are looking for. It is important to improve searchability so that it is easier to find events.The goal of the event details page is application forms, so the key is to devise ways to increase the application rate.