A splashy ad campaign and a media buy may boost visibility, but when it comes to attracting high-value meetings, conferences, and conventions, that’s just the surface. B2B marketing for destinations is a different beast altogether—one that thrives on strategy, relationships, and relevance.
To genuinely move the needle, destinations must shift from impressions to impact. Here’s what truly works when marketing to meeting planners—and how Brandsmith helps you get there.
1. It’s About Relationships, Not Just Reach
Unlike leisure travel marketing, where reach is king, B2B marketing for meetings is built on trust, credibility, and ongoing connection. Planners don’t book because of a catchy ad—they book because they believe in your destination’s ability to deliver.
How Brandsmith Elevates You:
Thought Leadership Campaigns: We position your brand and sales team as industry authorities with long-form articles, interviews, and educational content tailored for planners.
Email Nurture Funnels: Segmented, personalized email sequences that keep your destination top-of-mind—without being intrusive.
Experiential Marketing: Curated FAM trips and immersive virtual experiences that help planners see, feel, and trust your destination.
2. Marketing Without Sales Alignment is Wasted Spend
A media buy might raise awareness, but awareness doesn’t close business. Real B2B marketing drives qualified leads directly into the hands of your sales team, armed with the content and tools they need to convert.
What We Do Differently:
Sales Enablement Tools: From offer-driven landing pages to decision-stage downloads, we create content that drives response.
CRM + Automation Integration: We align your marketing touchpoints with your CRM and sales pipeline, ensuring no planner gets lost in the funnel.
3. Content is the Engine of Trust and Consideration
Planners don’t decide on a destination overnight. They evaluate, compare, and validate. They want proof—not promises—that your destination is the right fit. The right content answers their questions before they even ask.
Our Content Strategy Includes:
Success Stories & Event Case Studies: Real examples that show planners what’s possible.
SEO-Driven Blogs & Destination Videos: High-value content optimized to meet planners where they’re searching.
Interactive Microsites: Tailored digital hubs for showcasing specific value propositions—perfect for campaigns or verticals.
4. Personalization > Programmatic
Yes, ads matter—but only when they’re intelligently targeted and deeply personalized. The average media buy rarely delivers the depth required to engage a planner mid-funnel.
Our Targeting Approach:
Account-Based Marketing (ABM): We help you identify and target high-value planners and organizations with hyper-specific campaigns.
Multi-Touch Sequences: We craft omnichannel journeys—ads, emails, retargeting, content—that work together, not in isolation.
5. Planners Expect Tailored, High-Touch Engagement
The best meeting planners are discerning. They want to be courted, not broadcast to. They expect customized outreach, industry-relevant messaging, and unique touchpoints.
Brandsmith helps you deliver that personalization—at scale.
6. What Gets Measured Gets Improved
If all you’re tracking is impressions, you’re missing the full picture. Effective B2B destination marketing is measurable—from engagement and lead quality to conversions and actual bookings.
Our Optimization Tools Include:
Live Dashboards & Reports: Clear visibility into campaign performance, lead quality, and planner behavior.
Continuous Refinement: Messaging, creative, targeting—we iterate based on real results, not assumptions.
Ready to Move Beyond Impressions?
A brand campaign with a media buy may open doors—but it won’t close them. At Brandsmith, we specialize in strategic B2B marketing for destinations that need to do more than get seen. We help you get chosen.
Explore how our destination marketing strategies can help you build trust, deepen relationships, and convert planners into partners.
