David Colford, President, Chief Revenue Officer Hanley Wood Media
Face-to-Face programs are claiming an increasing share of many B2B media companies’ budgets and revenue. David is excited about the opportunities that will come with the growth he sees just ahead for his company, for events and for the B2B media community
as a whole.
In this Thought Leader interview, David shares some of what is happening at Hanley Wood, and gives us a preview of the ideas on events he will present at MediaGrowth 2019. In this interview, David Colford talks about how:
• Events are no longer simply extensions of existing magazine brands, they are also being customized to manage everything from
content to logistics to audience acquisition strategies for, and on behalf of, specific customers.
• More than simply bringing buyers and sellers together, some events are evolving into concierge-type formats that support deal making – even on the spot.
• Of the two main reasons that professionals attend events – networking with peers and educational benefits – the educational
aspect of events can also be used to expand and strengthen a B2B media company’s digital offerings.
• Hanley Wood Media serves its audiences with large marquee events, smaller road show and “Lunch & Learn” meetings, custom events, “Connections” events loosely based on speed dating, and longer-term meetings where buyers and sellers can actually explore possibilities and make deals efficiently.
• The future of events in B2B may include less “boondoggle” as attendees demand more quantifiable value for the money and time they spend, but that a great experience will always be key.
• Continuing education units and accreditations will drive new trade show models.
• Analytics and data help provide the
necessary intelligence needed for event providers to exceed attendee and sponsor expectations, but how qualitative knowledge provided by editorial teams and informal conversations is also critical.
• B2B media event providers must budget for mistakes and have a real process in place for determining when to give up on an idea and how to move on.
