1. Display & social retargeting – simple and cost-effective

Many potential participants visit an event landing page but do not register immediately. Retargeting ensures that these visitors are approached again and that the event remains in their memory.

How does it work?

• Users who visited the event website but did not convert are shown targeted banners or social ads.
• Particularly effective via Google Display Ads and social media (Facebook, LinkedIn, Instagram).
• Low cost per impression with high relevance.

Personalized ads with clear calls to action such as “Secure your spot now!” increase the likelihood of registration.

2. E-mailings: Direct and targeted

Emails are a proven way to invite relevant contacts directly and personally. They enable targeted communication and can be integrated into multi-stage campaigns to communicate reminders and exclusive benefits.

How does it work?

• Invite existing contacts in a targeted manner.
• Multi-stage campaigns with reminder emails and exclusive benefits.
• Automated follow-ups for unopened or unresponsive contacts.

A personalized approach using first and last names and individual interests significantly increases the conversion rate.

3. Dialogue mail & invitation cards by post: the underestimated classic

In an age dominated by digital messages, physical invitations have a special impact. They stand out from the crowd and convey value—especially for high-level decision-makers or exclusive events.

How does it work?

• High-quality invitation cards or personalized letters with a QR code for registration.
• Particularly effective for high-level decision-makers or exclusive events.
• Link to digital channels (e.g., landing page with personalized code).

A combination of postal invitations and digital follow-ups, for example via email or retargeting ads, ensures a higher response rate.

4. Display Ads: Increase visibility for your event

Online display ads are an effective way to increase the reach of an event and drive more traffic to the registration page. Targeted advertising allows you to reach relevant prospects.

How does it work?

• Use Google Display Network (GDN) or specialized B2B networks.
• Targeting by industry, location and interests.
• Dynamic ad formats (e.g., banners, video ads, HTML5 ads).

A/B testing helps identify the best creatives and messages and continuously optimize campaign performance.

5. Social ads: Targeted reach via LinkedIn & Co.

Social media offers precise targeting options and is ideal for directly addressing decision-makers and industry experts. Combining different ad formats can further increase the impact.

How does it work?

• LinkedIn Ads for B2B target groups (e.g., targeting decision-makers by job title).
• Facebook and Instagram ads for industry-relevant retargeting campaigns.
• Combination of static and video ads for maximum impact.

Lookalike audiences, which are based on existing participants or website visitors, make it possible to reach new, relevant prospects.

6. Telemarketing: Personal invitation with direct feedback

Direct conversations are particularly effective when it comes to convincing undecided individuals and clarifying open questions directly. They enable a targeted and individual approach.

How does it work?

• Follow up after sending an invitation by email or post.
• Direct clarification of questions and persuasion of undecided participants.
• Combination with VIP offers or personal invitations from event speakers.

Call scripts should clearly convey the added value of the event without being too pushy in order to achieve a high success rate.

Successful participant recruitment for B2B events requires a well-thought-out, multi-stage strategy. Combining digital (retargeting, email campaigns, display and social ads) and traditional (postal mailings, telemarketing) methods can increase reach and boost registration rates. Those who test and optimize different channels in a targeted manner have the best chances of a successful event with high attendance.