Before we delve into the reasons why you should consider insourcing your event marketing management activities, let’s take a moment to define clearly where this logic could apply and where it wouldn’t work.In our experience, companies tend to outsource events because they have been working with a provider for a long time and think that’s the easiest way. But as a company using both our own marketing automation software and external agency services, our experience tells us that outsourcing may not always be the best option. While the prospect of managing an event may initially be daunting, the actuality is less so. Depending on the scale and frequency, many B2B events can be insourced quite effectively as long as you follow a few simple processes.Of course, there are other events – like major trade shows or global sales or partner conferences – that need to be outsourced, until and unless you have a full-blown event management team. In these cases, it makes far better sense to outsource some or all of the related activity to a major event marketing management firm. However, if your events do not fall into the mega production category, there are some good reasons why you should consider insourcing them.* Begin with the end in mind – The purpose of most B2B events is demand generation or rewards and recognition. There are a very few – even the charity golf tournaments – that do not have a purpose. No one else but you and your marketing team has a clear idea of what you hope to achieve from each event. You need to know what success looks like before you start, and without this you won’t do any better by outsourcing to an event marketing management firm. If you want to run the event internally and are looking for ideas, there’s a lot of great advice on the B2B event organizers’ websites.* Skip the noise – People don’t come to a B2B event for bells and whistles, but for substance. They do expect seamless organization, a professional and well set up venue, interesting speakers and reasonable food. So, just make sure that the purpose and agenda of the event is reflected by the way you set it up. If it is a training event, for example, a venue in a 4 or 5 star hotel ball room with good meals and a projector would do the trick and the hotel staff will help with all the practicalities like basic audio visual equipment. The skill of the trainer or the speaker will determine the successf of the event. An event marketing management company can’t add a lot of value to these smaller and less intricate gatherings, unless you don’t have any in house resources or are running a lengthy series in multiple locations.* Rely on automation – Five years ago it was hard to run an event all by yourself because you needed to pull so many pieces together, starting with the headache of invitation and registration. However, these days if you have an access to a great event marketing automation platform that can send outbound emails and manage responses automatically, as well as promote your event on various social networks, then you actually require far less support than you might think. Yes, you may have to hire a telemarketing firm to do some dialling-out for you, but if your event marketing automation platform has in-built rapid dialing capabilities then your inside sales team might even be able to drive traffic to the event without extra cost. And there is the added advantage that, since they understand your organization, they will do a much better job promoting your events than a scripted telemarketer.* Manage execution – There are three core pieces that require your close involvement and management,