Marketing Pro Group

07/08/2025

Google is changing the game - again.

Their new AI Mode blends conversational AI with Google’s search dominance, and this of course impacts search ads.

So, PPC campaigns are about to enter a new era of precision targeting and contextual engagement - which is great news for events!

If you run conferences or exhibitions, this shift could redefine how you drive attendance, leads, and ROI.

Your MPG Insights latest resource covers:
✔️ What AI Mode is and how it works
✔️ What it means for PPC and your event marketing strategy
✔️ What you should do now to stay ahead

Read the full blog here: https://bit.ly/3Ujfukq

We’re testing this tech early. Let us know if you’d like to discuss how to prepare.

To receive a notification each time we publish a new blog, sign up to MPG Insights here https://bit.ly/3UibosI.

21/05/2025

Do you run conferences or exhibitions? Then you need to pay attention to a new AI development that could be game-changing for your event marketing...

Google is adding a new AI feature to its ad platform! Here’s what you need to know...

What it is: the new AI feature called ‘AI Max’ is being added to Search ad campaigns. This new feature will evolve Google’s implementation of AI in its ad platform - this time with a focus on creative and targeting enhancements.

What it could do to improve your campaign results: Google touts a potential 27% uplift in conversions when using the new feature.

Why it should matter to you: Google’s new AI features have been a mixed bag for events. Performance Max and its AI-based targeting has been transformational for B2B event paid media, but Google’s image and video generation tools don’t “get” B2B events well enough to create assets that are relevant or good enough. These AI features often provide configuration settings in the ad platform. Knowing exactly how to handle AI Max for events will make a big difference to your PPC performance.

When AI Max is live, Team MPG's PPC experts will be putting this new feature through its paces to see how to get the most out of it for B2B events. If you want to find out how we get on, make sure you're subscribed to MPG Insights (it's free): https://bit.ly/4mp2whx

13/05/2025

MPG has been instrumental in growing many flagship events - with 30% revenue growth in our first year of working on an event and 20% YoY growth thereafter not unusual...

Over the past 11.5 years, we’ve loved working with progressive event leaders who recognise the transformative effect Team MPG has on their event marketing. These leaders embrace the opportunity to try a game-changing way of getting their event marketing done. Forming a strong partnership with MPG has given them an immediate revenue boost while building momentum and infrastructure for long term, sustainable, profitable growth and resilience.

We don’t just slot into a business to fill a resource gap. Working with MPG puts your events on steroids (healthy ones!). How do we do this?

➤ We take a strategic approach to everything we do.
➤ We deploy tactics in a highly effective way, because we've got expert event marketing generalists and channel specialists with the deep knowledge required.
➤ We measure everything we do and use our benchmarks to evaluate success, using insights from growing flagship events for 10+ years.
➤ We present what we measure clearly and helpfully in unique, live Event Marketing Performance Dashboards powered by our proprietary tools and knowledge. This data-driven approach is key to boosting YoY growth.
➤ We have excellent project management capabilities - working with all stakeholders to ensure the production, sales and marketing teams are aligned and use the reports to focus on the areas that will actually drive results.

We know what drives results. And our unique approach sets us apart. We consistently deliver revenue growth on flagship events at the same time as we improve systems, processes, and scalability to boost our clients revenues and enterprise value.

We currently have the capacity to take on a few more clients with flagship events running in Q4 2025 or in 2026. If you'd like to have a chat about whether your flagship annual event is a good match for MPG's growth driving recipe - please DM Coetzee.

02/05/2025

MPG's EVENTS CEOs' MARKETING SERIES

If you're an Events CEO, MD, Commercial Leader, or Head of Events Marketing focused on growth, or you're a strategic thinking event marketer at any level - this series is for you.

Here's what we've covered so far:

Part 1

What marketing assets, resources and channels do we need to invest in to realise the growth potential of our events?

In a world full of uncertainty, focus on what you can control. This installment outlines the essential questions you should be asking about how you're investing in marketing. Covering: team capacity, design, data, websites, paid media, and more. It's all about ensuring your marketing efforts are set up to drive commercial performance.

Part 2

How can measuring your marketing unlock growth?

If you want to grow your event, you need a clear picture of where your engagement and revenue is coming from. This article explains what good looks like in marketing reporting and the 3 critical things every event P&L holder should be looking for when measuring marketing performance. This is a practical guide to using marketing data to drive better decisions, stronger audience quality and untimely growth.

Start reading now:
Part 1: https://bit.ly/3GAVoyr
Part 2: https://bit.ly/42AJa1g

Sign up to MPG Insights to get the next instalments direct to your inbox: https://bit.ly/3EUxH3p

30/04/2025

The best of MPG & MPG Insights - Spring 2025 edition.

If you're a B2B event marketer, get the lowdown on:

✅ Why email marketing is falling short - and what to do about it
✅ Why PPC is essential to boost event marketing ROI
✅ Tools to help CEOs make smart decisions when investing in marketing.
✅ What %age of marketing leaders are confident their GA4 setup was correct (it's very, very low!) and why a solid GA4 and GTM set up is not optional
✅ The most common barriers we see to event marketing - and how to overcome them

Team MPG works with event marketers every day to ensure their marketing is truly data-driven and their business is seeing great commercial results from marketing spend.

Read the newsletter here: https://bit.ly/44NtXLH

Not subscribed? Sign up to MPG Insights to get the next edition straight to your inbox.

25/04/2025

At MPG, we’ve spent over a decade helping a wide range of B2B events businesses grow their revenues - year after year. We have a deep understanding of the most successful business models and where investment and focus is needed to successfully and sustainably grow events.

Here is what Marketing Pro Group (MPG) can do for you:

✅ Conference delegate acquisition/ticket sales: boost your numbers, revenue and attendee quality. Give your flagship events a boost! Bring Team MPG on board to compliment your inhouse resources. Don’t let marketing gaps stop your most important conferences from reaching their full potential.

✅ Sponsor marketing for conferences: attract new sponsors & grow AOV. MPG has the proven and winning formula for supporting sponsorship sales people in finding new sponsors, growing AOV and shortening sales cycles - helping make sponsorship sales more efficient and effective, especially for new business.

✅ Visprom for tradeshows: do you need a larger and better quality event audience? MPG is your perfect partner! We can help you to attract, engage and convert your ideal attendees.

✅ Exprom for tradeshows: attract more of the right exhibitors, likely to renew YoY. Team MPG can boost your exhibition sales pipeline for strong YoY revenue growth and higher recurring revenues from exhibitors.

✅ PPC/Paid Media: get event expertise into your digital advertising campaigns. Our dedicated team of PPC/Paid Media specialists understand how event marketing must work for best results. We also stand apart from other agencies with our highly transparent and collaborative approach.

✅ Analytics & metrics that matter: get visibility of how your marketing campaigns, channels and tactics are working. We can help you track, benchmark and analyse your event marketing - systematically and efficiently. Making marketing measurable is essential for growth.

Find out more - DM https://bit.ly/4jfkbGv or visit https://bit.ly/44swI4T

As Co-Founder and CEO of Marketing Pro Group (MPG), I lead a team of generalist and specialist marketers - guiding B2B event brands and businesses toward sustainable growth. I bring a deep understanding of marketing strategy, leadership, and commercial performance. My team has a proven ability to sh...

24/04/2025

If you're an Events CEO, MD, Commercial Leader, or Head of Events Marketing focused on growth, subscribing to MPG Insights is the smart move!

MPG Insights is your shortcut to clarity, confidence, and better decisions.

It covers key strategic, operational, technical and tactical elements of event marketing that every event marketer and business leader needs to know about and prioritise.

If you want to grow your events in the coming years with best-in-class event marketing, this is the resource for you.

Subscribe now (it's free!): https://bit.ly/4jJbeW5

23/04/2025

In case you missed it: Part 2 of our new and essential "EVENTS CEOs' MARKETING SERIES" is now live.

In Part 2, our founder and CEO Coetzee explores why marketing measurement is critical for event businesses that want to scale. There is a deep dive into 3 key things every event P&L holder should be looking for in marketing performance reports.

What 'good' looks like in marketing reporting is also covered, based on ensuring intelligence is provided on what is driving marketing ROI and to help deliver a high quality audience for your event.

Read the full article here: https://bit.ly/42QdNzQ

To receive a notification every time we publish a new instalment to the series, sign up to MPG Insights here: https://bit.ly/42D25HA.

22/04/2025

When you work with MPG, you're not hiring just one person with a single skill set. You're getting an entire team of specialists. These are longstanding, permanent employees that MPG continually invests in.

It's not uncommon for agencies to rely on freelancers to fill resource gaps for clients. It might seem cost-effective, but it usually means one person, one skill set, limited support and a transient engagement - not an ongoing relationship.

At MPG, we’ve built a dedicated team of people who consistently work with our clients over an extended period of time. In many cases this has been multiple years, with Team MPG providing continuity and consistency in marketing for many of our clients.

Working with the reliable, well-supported and well-managed MPG team members will give you the exact skills and knowledge your project needs.

Find out more about what makes MPG different - DM https://bit.ly/3Et9SQ3 or visit https://bit.ly/4lAVcPB

17/04/2025

Our blog is called 'MPG Insights', and it covers key strategic, operational, technical and tactical elements of event marketing that every event marketer and business leader needs to know.

So, if you're an Events CEO, MD, Commercial Leader, or Head of Marketing focused on growth, subscribing to MPG Insights is the smart move. MPG Insights is your shortcut to clarity, confidence, and better decisions.

If you want to grow your events in 2025 and beyond with best-in-class event marketing, this is the resource for you.

Subscribe now (it's free!): https://bit.ly/44iy5D9

11/04/2025

Event business leaders: in times when the world is in turmoil, it's important to focus on what you can control.

Don't let all your attention be gobbled up by the continuous news cycle.

Now is the time to pay attention to what matters most to ensure your business is resilient and thriving - despite high levels of uncertainty.

Our most recent blog focuses on things you can control and influence i.e. how you're investing in marketing to grow your events.

We break down the key marketing questions you should be asking to power up performance. From assessing your event marketing teams' skills and capacity, to setting smart design budgets, optimising your website and data, and making the most of paid media and advocacy. It's all about making sure every part of your event marketing effort is pointing in the right direction.

Read the full blog here: https://bit.ly/3GjFPuA

If you want to receive a notification each time we publish a new part to the series, sign up to MPG (it's free!): https://bit.ly/43PYoAG

Consultancy and agency A full-service B2B marketing consultancy & agency - we specialise in growing conferences and exhibitions via multi-channel campaigns, outsourced marketing operations, and outsourced PPC/Paid Media services. I need campaigns

11/04/2025

The prospect of bringing in a marketing agency may seem risky - adding cost for your business and pressure for your team.

But if you have a clear strategic vision and strong ambition to grow your business, you will be committed to realising the value of bringing in trusted experts - instantly boosting your knowledge, confidence and energy (assuming the agency is a good fit!). You can't do it all by yourself, especially if the time and resources you have are already stretched.

Team MPG has extensive experience parachuting into a business to give event marketing and event marketers a boost.

We are an 'extra set of hands' for inhouse marketers who are usually fully committed to getting essential campaigns out the door.

Event marketers often don't have the time or skills to take things to the next level i.e. optimising event websites; activating new channels and trying new tactics to drive more traffic to websites; streamlining systems and building automated workflows; improving data sets; building comprehensive marketing measurement reports etc. That's where MPG comes in. We help them get these things done - because we have the technical experts and event marcomms knowledge to fill the gaps and help your event marketers gain new skills and confidence along the way.

Get your event marketing out of a rut! Stop the reactive 'doom loop' of spending all your marketing resources time just sending another email to try and boost numbers. Reverse out of the negative spiral of diminishing returns. Work smarter, not harder.

Leading your team to achieve faster growth requires a bold step forward. A fantastic product won't realise it's potential if you don't put the right marketing muscle behind it. Invest in the marketing skills and resources you need to realise your ambition.

To find out if you're ready for MPG and if MPG is the right fit for you DM https://bit.ly/4jkxtkF