B2B brands can earn significant revenue from hybrid experiences by investing in improved customer experiences. Companies with $1 billion annual revenue can expect to earn an average additional $700 million within three years of investing in this area.

Success primarily relies on exceptional customer experiences, resulting in heightened customer loyalty, greater satisfaction, and enhanced retention rates. 

B2B Event Marketing: What is it?

It involves strategizing and organizing events to elevate a brand, product, or service. These occasions facilitate networking and collaboration, allowing attendees to connect and glean insights from industry counterparts.

Engagement in B2B event marketing can take various forms, including hosting your events or participating in others’ events as a guest, exhibitor, or sponsor. Each approach carries distinct advantages, shaping the brand image and unveiling potential avenues for growth.

Why are hybrid experiences focused on customers?

The importance of hybrid experiences cannot be overstated. By offering hybrid events, your company can cater to your customers’ diverse needs and preferences, ensuring they can engage with your brand in a way that suits them best.

Customers are the lifeblood of every brand, and their engagement is crucial to your success. Events have always been vital for fostering connections and building customer relationships. Still, hybrid experiences make reaching a wider audience and increasing customer engagement more accessible than ever.

Fully engaged customers generate more revenue, highlighting the significant benefits of prioritizing customer engagement. By offering hybrid events, your company can cater to the unique needs of a broader customer base, increasing the number of customers who can connect with your brand.

Whether they prefer in-person events or virtual experiences, hybrid events offer the flexibility and convenience that customers demand in today’s fast-paced world.

Quickly expand your events globally

When COVID lockdowns pushed event organizers and attendees into the virtual world, embracing this change came with a significant benefit—the opportunity to reach a global audience.

Even as pandemic restrictions eased and in-person events made a comeback, many marketers were unwilling to forfeit their newfound access to a global community. Enter hybrid event marketing.

It can expand events globally by leveraging technology to break down geographical barriers and time constraints, improving return on investment (ROI), reducing environmental costs, and addressing the audience’s changing needs. 

Organizations can ensure success by incorporating hybrid events into their event portfolio, regardless of external forces that may threaten or cancel live events.

Help you do what’s best for your clients

Prioritizing customer choice and safety is crucial to hybrid events, as the world has changed significantly. While some individuals are eager to attend in-person events and mingle with others, others remain cautious due to ongoing health concerns. 

Organizations can build loyalty with their audience by prioritizing customer choice and safety, increasing engagement and revenue. 

According to a study by Salesforce, 58% of consumers believe technology significantly improved the overall customer experience, including self-service options, instant support, and access to real-time information. Companies prioritizing customer experience are 60% more profitable than their competitors.

Different Types of B2B Events

B2B event marketing offers exceptional versatility, featuring various formats to connect with your target audience. Here are some of the most popular event types:

Trade shows

Trade shows are ideal for businesses to exhibit their products and services while establishing valuable connections. This widely popular B2B event format is a global phenomenon, with the industry generating a substantial revenue of $64.5 billion in 2021. Trade shows are renowned for attracting high-quality leads and enhancing brand visibility.


These are gatherings typically centered around educational content provided by industry experts. Participating as a speaker can significantly enhance your brand’s credibility and position it as a leading authority in the field. Moreover, attending conferences presents invaluable networking opportunities and the potential for generating leads that can drive business growth.


These are curated events organized by brands and conducted across multiple cities. They are designed to generate excitement and increase exposure to new audiences. Roadshows demand substantial budget allocation and meticulous planning, but they offer a scalable approach to event marketing, allowing brands to extend their reach effectively.

Networking events

Networking events in B2B facilitate relationship-building through open and engaging discussions. These gatherings allow attendees to expand their professional networks and connect with similar-minded individuals in their industry.

Participating in networking events can benefit professionals seeking to build new connections and cultivate relationships with potential clients, partners, or collaborators. By engaging in these events, attendees can glean valuable industry insights, stay abreast of the latest trends and innovations, and position themselves as thought leaders.

Conversely, hosting networking events can be an effective strategy for businesses to boost brand visibility and establish themselves as industry leaders. By organizing such events, companies can solidify their reputation as a trusted brand within the community.

Furthermore, hosting networking events can aid businesses in fostering a solid community of advocates and supporters, thereby boosting brand loyalty and revenue. By offering a platform for professionals to interact and engage with one another, businesses can create memorable experiences that drive increased engagement and brand recognition.

VIP dinners

VIP dinners are a B2B event that offers an exclusive setting for nurturing promising leads and building a positive brand image. These events are often hosted by companies looking to showcase their offerings to a select group of individuals, providing a unique and intimate experience that fosters positivity toward the brand. 

At VIP dinners, attendees can engage in open conversations and build relationships with like-minded professionals, expanding their professional network and establishing new connections. 

These events offer an exciting and unique experience that can help attendees feel more connected to the brand, making them more receptive to pitches and product offerings.

VIP dinners can be particularly effective for companies looking to build relationships with high-value leads or investors. For example, at SaaStock USA, the VIP Investor Dinner allows investors to collaborate on deal flow, investment processes, and the current market climate while providing the unique opportunity to meet and build relationships with promising SaaS founders. 

VIP dinners offer a unique and exclusive setting for building relationships and nurturing leads, making them valuable to any B2B event marketing strategy.

By providing an intimate and personalized experience, companies can build a good brand image and develop lasting connections with high-value leads and investors.


Webinars are virtual events that can highlight speakers’ insights and provide an affordable entry into event promotion with flexible attendance. They are a popular and effective way to reach and engage audiences, offering a cost-effective alternative to in-person events. 

They act as a platform to promote products, services, or ideas and can be customized to suit the preferences of a particular audience. 

One of the critical advantages of webinars lies in their adaptability. Participants can join from any location globally, making them an excellent option for businesses targeting an international audience. Additionally, webinars can be recorded and accessed on-demand, allowing attendees to view them conveniently.

Various strategies can be employed to promote a webinar effectively. Social media is valuable for reaching a broad audience and fostering participant engagement. Email marketing is another efficient method for reaching potential attendees, offering detailed information about the webinar and its content.

Furthermore, webinars can serve as valuable lead-generation tools and drive demand. Businesses can cultivate relationships and position themselves as an industry authority. 

By delivering pertinent content and interacting with participants, webinars can facilitate data collection and insights about attendees, which can inform future marketing endeavors and product enhancements.

Image by Headway on Unsplash

Turn Your Business Around By Improving Your B2B Events

Transform your events into ROI-generating powerhouses by adopting an audience-centric approach, leveraging integrated technology, delivering valuable content, and nurturing leads post-event. Bid farewell to uninspiring B2B gatherings and welcome impactful event marketing.