B2B event communication: 7 strategies to maximize your visibility before the show
TL;DR — Effective B2B event communication relies on 7 key strategies: optimal timing, priority channels, varied content, exhibitor relays, precise tracking, regular reminders, and progressive amplification. Follow this guide to maximize your visibility without overwhelming your audience.
1) Strategy #1: Optimal timing (T-12 to T-1)
Recommended communication calendar
T-12 to T-9 weeks: Preparation
- Key message definition
- Base visual creation
- Exhibitor kit preparation
- Technical tests
T-8 weeks: Official launch
- Public event announcement
- Registration opening
- Exhibitor kit delivery
- First email to exhibitors
T-6 weeks: First wave
- Registration reminder
- First exhibitor post example
- Speakers/partners communication
- Preliminary program launch
T-4 weeks: Intensification
- Second reminder with new content
- Highlight key themes
- Communication on star speakers
- Badge deadline (first wave)
T-2 weeks: Acceleration
- Third reminder (last chance)
- Countdown
- Highlight new features
- B2B meeting communication
T-1 week: Finalization
- Final reminder
- Exhibitor posts best-of
- Practical information (logistics)
- Amplification on all channels
Event week: Real-time amplification
- Live coverage
- Reshare exhibitor posts
- User-generated content (UGC)
- Stories and ephemeral content
2) Strategy #2: Priority channels for B2B
LinkedIn (channel #1)
Why:
- Qualified B2B audience
- Format adapted to professional content
- High engagement rate
- Easy sharing
Actions:
- Regular posts (2-3/week)
- LinkedIn articles (long format)
- Short videos (testimonials, teasers)
- LinkedIn event (create the event)
Content:
- Official announcements
- Exhibitor testimonials
- Speaker presentations
- Sector insights
- Countdown
Email (channel #2)
Why:
- High open rate (30-40% B2B)
- Total message control
- Personalization possible
- Precise tracking
Actions:
- Monthly → weekly newsletter (T-4 to T-1)
- Targeted emails (exhibitors, speakers, partners)
- Email signatures with event banner
- Email series (nurturing)
Content:
- Important announcements
- Registration reminders
- Detailed program
- Practical information
- Side event invitations
Website (channel #3)
Why:
- Official source of truth
- SEO (natural referencing)
- In-depth content
- Centralized hub
Actions:
- SEO-optimized event landing page
- Blog with sector articles
- Interactive program
- Dedicated exhibitor space
Content:
- In-depth articles
- Practical guides
- Case studies
- Downloadable resources
Other channels (depending on sector)
Instagram: If your sector is present (B2C, lifestyle, consumer tech)
X/Twitter: For real-time news and live coverage
YouTube: For long-format videos (keynotes, testimonials)
3) Strategy #3: Varied and engaging content
Content types to produce
Announcements:
- Event launch
- Registration opening
- Program revealed
- Speakers announced
- Partners revealed
Educational:
- In-depth articles on themes
- Practical guides
- Sector trends
- Best practices
Social proof:
- Exhibitor testimonials
- Case studies
- Previous edition feedback
- Key figures (number of participants, countries represented)
Engagement:
- Questions to the community
- Polls
- Contests/giveaways
- Live Q&A
Urgency:
- Countdown
- Deadlines (badges, early bird)
- Limited places
- Last chance
Under-exploited potential
Your exhibitors already have an audience network. By equipping them with branded and personalized visuals, you multiply your distribution channels.
Key figures:
- 150 exhibitors × 40% adoption = 60 active exhibitors
- 60 exhibitors × 2 posts = 120 posts
- 120 posts × 600 impressions = 72,000 impressions
How to activate your exhibitors
-
Ready-to-use visual kit
- Branded templates
- Automatic personalization
- Optimized formats (LinkedIn, email)
-
Ready-to-copy post examples
- Short version (hook + CTA)
- Standard version (details + benefits)
- Long version (context + added value)
-
Regular reminders
- T-6: First reminder with example
- T-4: Second reminder (new content)
- T-2: Third reminder (deadline)
- T-1: Final reminder + best-of
-
Amplification
- Reshare best posts
- Highlight on your official accounts
- Create UGC content
5) Strategy #5: Precise tracking and measurement
UTM on all links
Recommended structure:
?utm_source=[channel]
&utm_medium=[content-type]
&utm_campaign=[event-year]
&utm_content=[variant]
Examples:
- LinkedIn post:
utm_source=linkedin&utm_medium=post&utm_campaign=event-2025
- Exhibitor email:
utm_source=email&utm_medium=exhibitor-kit&utm_campaign=event-2025
- Website:
utm_source=website&utm_medium=blog&utm_campaign=event-2025
Metrics to track
Registrations:
- Total number of registrations
- Breakdown by channel (UTM)
- Conversion rate by channel
- Cost per registration (if paid ads)
Engagement:
- Email open rate
- Email click rate
- LinkedIn engagement (likes, comments, shares)
- Total reach (impressions)
Exhibitor adoption:
- % of exhibitors who downloaded visuals
- Number of visuals downloaded
- Posts shared by exhibitors
- Reach generated by exhibitors
6) Strategy #6: Regular reminders without overload
Optimal frequency
T-8 to T-4: 1 communication/week
- Weekly newsletter
- 1-2 LinkedIn posts
- Exhibitor emails if necessary
T-4 to T-1: 2-3 communications/week
- Newsletter 2x/week
- 3-4 LinkedIn posts
- Targeted emails by audience
Event week: Daily communication
- Live coverage
- Instagram/LinkedIn stories
- Real-time posts
- Practical information emails
Avoid overload
- Segment your audiences: exhibitors, speakers, visitors, partners
- Vary formats: text, image, video, carousel
- Alternate messages: announcement, educational, social proof, urgency
- Respect preferences: some prefer email, others LinkedIn
7) Strategy #7: Progressive amplification
Phase 1: Foundations (T-8 to T-4)
- Basic communication
- Exhibitor kit delivered
- First content published
- Tracking in place
Phase 2: Intensification (T-4 to T-2)
- Increased frequency
- New content (speakers, program)
- Regular reminders
- Amplification of exhibitor posts
Phase 3: Acceleration (T-2 to T-1)
- Daily communication
- Countdown
- Final reminders
- Content best-of
Phase 4: Maximum amplification (event week)
- Live coverage
- Real-time content
- Mass resharing
- UGC activated
Implementation checklist
FAQ
When should I start my event communication?
Ideally at T-12 weeks for preparation, with an official launch at T-8 weeks and progressive intensification until the event.
What are the most effective channels for B2B events?
LinkedIn is the priority channel, followed by email (newsletter and signatures), corporate websites, and depending on sectors, Instagram or X/Twitter.
How to measure communication effectiveness?
Track registrations generated by channel (UTM), email open rate, LinkedIn engagement, and total reach via visuals shared by your exhibitors.
How many times should I communicate per week?
At T-8 to T-4: 1 communication/week. At T-4 to T-1: 2-3 communications/week. Event week: daily communication.
How to avoid overwhelming my audience?
Segment your audiences, vary formats and messages, and respect each segment's preferences (email vs. LinkedIn).
Next steps
- Define your calendar: T-12 to T-1 with key steps
- Identify your priority channels: LinkedIn, email, website
- Prepare your content: announcements, educational, social proof
- Create your exhibitor kit: branded visuals + post examples
- Set up tracking: UTM, dashboard, analytics
- Launch and measure: track metrics and adjust
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