ABSTRACT: 

Organizing a corporate or B2B event is overwhelming as it typically involves planning several activities and various processes, including budgeting, hospitality, entertainment, exhibits, ads, travel, accommodation, team building, charity, sponsorships, conventions, logistics, catering, and much more. Whether it is a virtual event on the Internet or a large-scale venue, the intention is to reflect the brand’s commitment, create a plan for new growth, build the network, and not spend most of the time executing the event. 

A successful B2B event can help businesses improve brand awareness, build public relations, raise funds, and much more. 

Although the increased use of social media has simplified the organization of events, it requires skills and resources to achieve the targets of an event. To deliver the best B2B event experience with hyper-personalization and more targeted engagement, it is ideal to invest in a sophisticated tool or an event management company that works with a set of powerful strategies and algorithms enabling data-driven insights for smarter, real-time decisions and keeping the data safe.

Digital B2B event management systems further assist businesses in hosting in-person, virtual, or hybrid events seamlessly. 

This survey by GoodFirms, “Top Tips for Successful B2B Event Management: From Registration to Sponsorship,” aims to highlight the significance of a successful event and the challenges that come with it. The survey also gathers tips from experts on how to make an event a success.

B2B events are revenue generators. Planning and organizing a B2B event like trade shows, conferences, workshops, and webinars is intended to build relationships and enhance networking with other businesses, like-minded enthusiasts, customers, and experts. Such events can level up leads, pave the way to promote products and services, and establish thought leadership within the niche.  To scale the management of the events at par with the current trends,  B2B event organizers should focus on the event operating process, technology, and organizing team structure.

Managing an event from start to finish requires considering multiple factors, from selecting a venue to marketing the event. Organizations very often fail to efficiently plan and execute the events. Deploying a B2B event center of excellence is critical to efficiently scale event programs and maximize event value (1). The rise of technology has led to the introduction of various tools that can simplify event management. Specialized B2B event management companies can help in making  an event successful.

GoodFirms commissioned a survey titled “Top Tips for B2B Event Management: From Registration to Sponsorship”  to unveil the factors that are crucial for making an event successful.

The global B2B events market valuation is likely to touch USD 929.29 Billion by 2032. (2) 

Europe has the most significant market share in the global event management market. 

The event management industry deals with planning, organizing, and executing a series of events, including meetings, conferences, trade shows, community gatherings, weddings, and even more. 

The B2B event management industry has seen a significant transformation in recent years due to technological advancement, online/offline facilities, and optimized experiences. With an intent to understand the various aspects of the industry and the future trends that can help the industry grow, GoodFirms commissioned a survey titled “Top Tips for B2B Event Management: From Registration to Sponsorship” to reveal the preferred methods for improving registrations and sponsorships. The survey that queried around 425 businesses aims to highlight the factors that can add to the success of an event.

The term corporate event is an umbrella to a number of events that businesses host in order to achieve different goals. Every event that a business hosts has its own purpose and is designed to target a specific set of audience.

While the list of the types of corporate events is huge, this GoodFirms survey inquired about the most preferred events that businesses host, and some of the events mentioned by the responders are discussed here.

About 83.4% of the businesses host company meetings. 

Company meetings are the most common form of event that businesses organize to help all the stakeholders stay on the same page. Company meetings are small events that are planned for only the concerned members. 

These meetings comprise board meetings, shareholder meetings, global meetings, or even team meetings to discuss the daily tasks. Company meetings help businesses keep all the stakeholders or employees aligned with the company's goals.

Nearly 73.5% of the survey participants mentioned team building as an event they host.

B2B Companies host team-building events to boost employee morale. These events allow employees to enjoy an informal atmosphere with their teams and team leaders. 

Team-building events range from a number of fun and entertaining activities to learning and development events. These events are highly innovative and foster connections between the employees. They play an important role in improving the company work culture.

Nearly 69% of the companies organize annual gatherings.

Annual gatherings are a great way to bring employees, clients, partners, experts, and suppliers together to celebrate milestones, anniversaries, or other success factors. 

Annual gatherings are events that are hosted to appreciate the employees for their work throughout the year, to identify possible opportunities, and to build up networking 

Conferences are hosted by around 59.2% of the surveyed businesses.

Conferences are large-scale events that are organized to connect brands with their target audience. They are similar to trade-shows, except for the fact that tradeshows revolve around a certain sales component. 

Conferences are generally held over a period of a few days. These events are organized with the intention of sharing relevant information with the audience. Conferences are great for promoting brand awareness and involve multiple speakers. The event is generally held at hotels or conference centers.

Nearly 53% of the businesses mentioned that they host seminars.

Seminars and conferences are similar events with some basic differences. While conferences last for a few days, seminars are generally small-scale events held for a shorter duration. 

Seminars are intimate gatherings that generally last for a few hours and are focussed on specific topics. A seminar is an interactive type of event that promotes audience participation to communicate relevant information to the audience. It is an effective way of knowledge sharing and audience engagement.

About 47.6% of the businesses shared that they organize launch events for their products or services.

Launching a product or service at a grand event is capable of creating hype around the product or service. The success of a product or service requires brand awareness and informing potential customers and similar businesses about the product. 

These events are more associated with the PR and marketing of the brand. They are usually designed for programs like speeches, product demonstrations, interviews and promotional activities. 

23.5% of the surveyed businesses said that they host trade shows.

Tradeshows are basically exhibitions that allow multiple businesses of a particular industry to exhibit their products. These are large-scale events that require huge investments. 

Tradeshows allow all the participants to connect with their potential customers and understand the trends in their industry. Hosting trade shows is a tough job and are, thus, generally held by giants of a niche. 

Companies that organize tradeshows establish themselves as a brand in the niche. These events serve as a medium for businesses to assess their competitors and strategize accordingly.

Despite the efforts required to organize a successful event, businesses are eager to host them as they can fulfill various business purposes. 

ORBIS Production mentioned, “Organizing a corporate event serves multiple strategic purposes. It is an opportunity to strengthen brand identity, engage directly with key stakeholders, and showcase a company’s vision and innovations. Corporate events can boost team morale, foster networking, and generate buzz around new products or services. At ORBIS Production, we view these events as powerful platforms to create meaningful connections, inspire action, and drive business growth by leaving a lasting impression on attendees.”

GoodFirms survey reveals some of the purposes that are fulfilled by organizing events.

According to 91.2% of B2B businesses, organizing events helps them in growing their network.

Networking is crucial for a business to grow. The most basic thing that networking requires is a meaningful interaction between like-minded people. Corporate events serve as a platform for that conversation.

Discussion on topics of similar interests and knowledge sharing by experts create an engaging atmosphere for businesses to interact on potential growth opportunities. Informal and formal discussions in-person help in networking across industries.

About 82.4% of the businesses said that organizing B2B events promotes a brand.

Corporate events happen to be a great marketing tool for businesses. Promoting the event to improve reach is in a way promoting the brand itself. 

To give an example, Apple's annual developer conference (3) conducted to a global audience is an event where the company focuses on launching and promoting its products. Typically, their events are conducted around June, September, and October every year.

Trade shows are another great example of brand promotion and product launch events. Such events are also aimed at discussing strategies and best practices. For organizing a successful event, businesses need to promote the event using all the possible channels. From social media hashtags to newsletter emails and influencer marketing, businesses can promote their event and create brand awareness. 

The speakers at the event and the overall success of the event are further responsible for promoting a brand and providing a competitive edge. 

Businesses can also promote their brand post-events by using the event clips on their social media platforms.

According to 78.8% of businesses, B2B events can enhance employee engagement.

One of the many benefits of planning events is that it improves the company culture. Events allow the employees to interact informally with their colleagues and foster a sense of community.

Corporate events also offer a platform for knowledge sharing and train employees in an informal manner, which results in better engagement. Appreciation events that are intended to express gratitude towards the employees' efforts and reward them are responsible for boosting employee morale.

Over 73% of businesses believe that organizing B2B events can result in making new partnerships.

Corporate events help with knowledge sharing among a niche audience. Effective communication leads to gaining valuable insights for the audience. 

With the available networking opportunities and interaction about the company goals and objectives, events help unveil new partnership possibilities.

Businesses that are aligned with their company goals are more likely to form partnerships, and corporate events are a forum to display the strengths of an organization.

B2B Corporate events can offer opportunities for marketing and lead generation, according to 69.5% of the surveyees.

Corporate events offer an opportunity for businesses to spread their views and inform the audience about their products or services. 

Business-to-business events like tradeshows are places where businesses can meet prospective customers. Following up on the event attendees based on their interests can definitely help convert leads for a business. Understanding the audience's requirements and working towards fulfilling them can support marketing efforts.

B2B events can help in building public relations, as mentioned by 61.3% of the survey participants.

Corporate events are a place where businesses can address their employees, customers, and suppliers all at once. Expressing gratitude towards their support and acknowledging efforts leads to building trust for the organization.

“Camaraderie with clients and suppliers, Expressing gratefulness for the support from all clients and suppliers are served through events,” said MAI Philippines.

While rewarding employees for their hard work boosts their morale, acknowledging the clients helps build a relationship with them and also promotes brand loyalty.

Around 53.7% of businesses find B2B corporate events beneficial for launching a product.

Creating a buzz for a new product is necessary for the product to become successful. The most effective method of publicizing a product is getting people to talk about it.

Organizing B2B events is therefore an impactful method of launching a product. The event for launching a product results in creating a hype for the product and effectively markets the product to reach a wider audience.

About 27.6% of businesses think B2B events can be aimed at introducing new policies.

Business-to-business events help in bringing all the stakeholders, employees, and decision-makers to a place. These events can be useful to specify the goals and vision of the business.

The introduction of any new policies can also be effectively done through such events. They are also a great way of collecting feedback about the policies from the employees. Not only new policies but also events can help reinforce existing company policies.

Event planning can become tough for businesses as it involves a number of factors. The success of an event depends on handling all the factors effectively. Following are some of the crucial factors that impact the success of an event.

About 95.3% of the survey participants think the target audience is a crucial factor to consider while planning a B2B event.

When planning an event, the most crucial factor has to be the target audience. Understanding who the event is being designed for and their interests clearly impacts the satisfaction level, thereby determining the event's success.

With a clear understanding of the target audience, it is easier to understand the content, activities, and event plan according to their details. Information about the age, gender, food habits, and demographics of the audience can help create an immersive experience. An immersive experience is the most important element of an event, according to 64% of attendees.(4)

It is, therefore, necessary to understand the audience and their requirements to make an event successful.

According to 87.6% of the survey participants, the available budget must be considered when planning a business-to-business event.

Most of the decisions that are made for the event are highly influenced by the available budget. The amount that is available to be spent on any aspect of the event is crucial. It is necessary to establish a budget for every aspect, including venue, decorations, lighting, food, gifts, marketing, technical equipment, and others. 

Defining a budget is equally important for every company, despite its scale. Having a fixed available budget helps reduce extra expenses. Also, it can be crucial in deciding if seeking sponsorships for the event is required and saving time on the further process.

A proper event plan is crucial for 72.7% of the surveyed businesses.

Defining the goals and objectives of an event is crucial for managing a complex event. An effective event plan must consider all the details to conduct an event seamlessly.

An event plan gives a brief overview of every process involved, from registrations and managing logistics to speaker details and post-event surveys. It is also necessary to have a contingency plan in case of an emergency to keep the event flow unimpacted.

The venue of the event must also be considered when planning an event, said 63.4% of the businesses.

Venue happens to be one of the most expensive aspects of an event if it is not an online event. Considering the scale and purpose of the event is detrimental to choosing the right venue.

The venue of the event can play an important role in boosting the overall experience of the attendees. The location of the venue, available facilities, and enough space to accommodate the audience must be considered when selecting the venue.

Over 48.2% of the surveyees consider event publicity important for event planning.

The marketing of an event is quite important to improve the reach of the event and boost the turnout for the event. Event publicity involves promoting the event through multiple channels.

Event publicity promotes the event among communities through suitable channels. Businesses need to choose marketing media according to the target audience and the event type. Social media links to influencer collaborations, there are a number of ways to create a buzz around the event.

Managing complex events requires meticulous planning and paying attention to every detail. Along with considering the above-mentioned factors, there are other aspects to organizing and executing successful events. 

Mentioned below are some tips from the survey respondents to manage and host successful corporate events:

“Empower your team members to take ownership of their tasks and be accountable for their roles.” –Uniquesdata.

“More sustainable solutions and more engagement with audiences” –Grooveyard.

“Conduct thorough risk assessments for each aspect of the event, including venue safety, technical infrastructure, and security threats. Have backup plans ready for critical elements like speakers, venues, and activities.” –Deep Marketing.

“Make sure all stakeholders are well informed and have aligned expectations.” –Demojo Communication.

“Put effort into the warm-up, the event content, and the follow-up/cool down” –The JRB Team.

“Pay attention to critical details like venue setup, AV requirements, and registration flow. These logistical details can significantly impact the smooth operation of a complex event.” –ICTS Custom Software.

“Start with a detailed plan, create a strong team and use technology, test everything and prepare for the unexpected" –Ferias Virtuales Web.

“Develop a complete skillset to manage complex events!” –Cirque Quirk. 

“To manage complex events, I recommend detailed planning with clear timelines and task delegation. Use project management tools to track progress. Stay flexible and ready to adapt as needed.” –DevIT.

“Allowing enough time for planning is essential” –Phuket Event Company.

“Start conversations with speakers, sponsors, and vendors early. Clarify roles, expectations, and deliverables to keep everyone on track and maintain momentum through consistent follow-up.” –Eventcube.

“We utilize event management tools to gather valuable data, analyze trends, and make informed decisions throughout the planning process.” –TD Creatives Pte Ltd.

“Make registration as smooth as possible, adopt a zero queue policy for your audience. Keep the maximum focus on networking among participants, only have sponsors who directly align with the audience's interest. Add multiple tracks of speakers/sessions for people to choose from.” –Grow Real Quick.

“After the event, hold a meeting to discuss what worked well and areas for improvement. Send out surveys to attendees, partners, and vendors to gather their insights. Analyze the event’s success metrics (attendance, engagement, ROI, etc.) to assess performance and guide future improvements.” –Softcrust.

“We should have a detailed checklist, schedule, person in chart, risk management” –YesEvents.

Virtuopo suggested that preparation helps in executing the event efficiently.

“Having dedicated support staff to follow up on personalized meetings and schedules” –DevelopWay CJSC.

“Define clear objectives, know your audience, set a realistic budget, choose the right venue, create a detailed management and safety plan, create communication and marketing plan, prepare for contingencies, equip everyone with the right communication tools, deliver the experience” –B-Concept Media Entertainment Group.

“When managing a complex event, I focus on clear goals and create a detailed timeline with every task mapped out. I make sure to assemble a dependable team, delegate effectively, and communicate regularly to keep everyone aligned. I also prepare backup plans for any surprises, which helps me stay calm and adaptable.” –Belkins.

“Anticipate potential challenges and develop contingency plans to address them. This might include having backup vendors, alternative venues, or strategies for dealing with unexpected changes in attendance or weather.” –Best Ed Creative Hub.

Event registration is one of the most critical aspects of a b2b event. A smooth registration process ensures a higher attendance for the event.

Although event registration does not indicate the event attendance, it is definitely the first step for the attendees to be a part of the event. Similarly, it is the chance for the event management team to attract the audience with a smooth and user-friendly process. 

While event registration methods are broadly classified into online and onsite registration, having a proper event registration strategy can help make an event successful.

Registration through email invites, online registration forms, event websites, and social media links are all methods of online registration. Whereas QR-code check-ins, registration desks, and self-service kiosks are used for onsite registrations. 

Owing to the flexibility and accessibility offered by online registration methods, they are widely being adopted by event management teams to increase their registrations. As per the responders of the GoodFirms survey, the top-most preferred registration methods include online modes.

Around 92.4% of the surveyed businesses mentioned they carry out registrations through email invites. This method allows users to directly access the registration link through the email invite. Users can register online from anywhere.

While 86.3% of the participants go for event registration forms, 63.1% said that they prefer social media links for increasing registrations. Registration links are shared through social media handles that can boost the registration numbers.

57.2% of the survey participants mentioned that they carry out registrations through event registration websites. Interested users register through the dedicated landing pages for the event. 

As the world continues to move away from virtual events post the pandemic era, businesses tend to invest more in in-person events.(5) Similarly, on-site registrations are also gaining their importance. At the same time, automation in the registration process on-site is also gaining momentum. 

About 52.7% of the surveyed businesses mentioned the use of QR code check-ins to be their preferred registration strategy. While 45.8% of the businesses leverage registration desks, 17.5% of the businesses provide access to self-service kiosks for completing the registration process.

The on-site registration process allows businesses to demonstrate their management and offer a friendly interaction experience for the attendees. It also offers immediate access to make last-minute registrations and flexibility to accommodate changes.

Not that all B2B events require sponsorships. However, huge events that involve heavy budgets and credibility require sponsorships. Event sponsorships are the funds that are received from businesses to host an event in exchange for something of value. Sponsorship is not only beneficial for the businesses that are hosting the event, but it also helps the sponsor in some way. 

Based on what is being exchanged for the provided funds, event sponsorships are classified. 

Media Sponsorship: About 65.9% of the survey respondents mentioned that they opt for media sponsorship. Media sponsorship involves collaborating with a media outlet to promote the event. The media outlet can belong to any TV, radio, magazines, blogs, and others. This type of sponsorship allows enhanced exposure to improve the reach. 

Promotional Sponsorships: Nearly 62.4% of the businesses seek sponsorship through promotional sponsorships. This mode of sponsorship is similar to media sponsorship. Promotional sponsors help in promoting the event through their own marketing media like influencers, social media handles, blogs, newsletters, and emails.

Financial Sponsorships: Around 47.3% of businesses opt for financial sponsorships. This is the most traditional form of sponsorship. Here, the sponsor offers funds for the events in exchange for advertising benefits.

Prize Sponsorships: Over 36% of the businesses seeking sponsorship go for prize sponsorships. These sponsors provide products or services to be given as per contest or attendee gifts during the events. It is a great way to showcase a product directly to the audience. 

In-kind Sponsorship: About 23.5% of the surveyees said they rely on in-kind sponsorships. In-kind sponsorship is about providing goods or services that are required to host the event successfully instead of cash in exchange for advertising benefits. In-kind sponsorship can involve the provision of venues, equipment for the event, and catering services among others.

While sponsorships can be very useful for an event, it is also necessary to understand that a proper strategy is required for seeking sponsorship. Event management teams need to assess the requirement of sponsorships and what type of sponsorship can best meet the event demands. 

It is also necessary to have a proper plan for seeking sponsorships and approaching the right businesses for sponsorship.

Organizing events requires a lot of monetary investments along with the efforts invested. All the investment in an event is fruitful if the event is a success and attains its objective. 

There are several parameters that indicate the success of the event. Some of which were mentioned by the surveyed businesses.

According to 78.8% of the survey participants, event attendance is one of the measures of a successful event. Event attendance is attendee turnout at the event venue and not the number of registrations for the event. A lesser difference between event registrations and event attendance indicates a higher success rate of an event.

More than 72% of the survey respondents mentioned post-event feedback to be effective in measuring the success of an event. It is a good practice to send out survey forms after the event has been conducted. These surveys allow businesses to assess their strengths and weaknesses and the satisfaction level of the attendees. A quick and short survey that gives an idea about what the attendees thought of the survey can indicate how successful the event was. Availing tools that can help measure the NPS(Net Promoter Score) and can provide better insights into how consumers perceive the event.

About 69.5% of the surveyees said that event ROI can help measure the success of an event. Revenue is always a measure of the success of an event. 

Post-event sales is a measure of event success, as per 63.7% of the surveyed businesses. Corporate events are a medium for promoting products and services. A great event will always promote the sales of a product or service. The rise in post-event sales definitely indicates a successful event.

According to 56.3% of the business, returning attendees suggest a successful event. While post-event feedback gives a picture of how satisfied the attendees are, a long term impact can be determined from the number of returning attendees. Keeping track of the number of attendees that are returning for future events gives an idea of increased loyalty among the audience.

For nearly 49% of the businesses, sponsor satisfaction is a measure of a successful event. Similar to attendee surveys, survey responses from the sponsors can also help measure the success of an event. A better MPS score of the sponsor surveys indicate higher sponsor engagement and satisfaction.

Ticket sales and registrations suggest a successful event for 44.6% of the survey participants. Although ticket sales and registration are not always the same as attendee turnout, higher ticket sales or event registrations are a sign of successful events.

“First, we try to develop detailed profiles representing various audience segments based on demographics. We want to identify distinct segments within a broader audience to direct tailored content to each group. This segmentation allows for more relevant messaging that resonates with specific interests or needs.” –SYMVOLT.

“By ensuring flexibility, accessibility, and inclusivity, and using data-driven insights, we create dynamic, customized experiences that resonate with each audience segment while offering multiple ways to interact and engage, ensuring every individual feels valued and included.” –Sovereign Events.

“In managing complex events we will surely opt for the service from a professional vendor and we will not host it” –Techies App Technologies Sdn Bhd.

“Interactive Formats: We use various formats like Q&A sessions, networking breakout rooms, and personalized follow-ups to engage participants, catering to different learning preferences.” –LMG Digital Consultants. 

“Use data to tailor content, activities, and communications to each group. Incorporate interactive elements like customized agendas, workshops, and networking opportunities that resonate with different audience needs.” –INFINITY-UP.

“In-depth understanding, customization of activities, flexible and adaptive execution, and inclusivity and diversity help provide a personalized experience” –Expert De Tour Pvt. Ltd.

“This can include using personalized invitations, curated event agendas, or offering tailored experiences such as breakout sessions that speak to individual roles or interests. Data-driven insights also play a huge role in ensuring we understand our audience’s behavior, and real-time feedback during the event helps us adjust as needed to maintain relevance.” –Motionify.

“Additionally, we utilize dynamic content personalization tools, which adjust in real-time to user interactions, and we ensure that the tone, visuals, and messaging are culturally sensitive and inclusive. Continuous feedback loops and A/B testing allow us to refine these experiences further, making them more effective and impactful.” –Crynet.  

“First impressions are everything. Making sure registration is fast, accurate, and there is a takeaway from the event is very key. It could be something utilitarian or something that is going to look great in a social post, but invest in your intro to the conference as it's the place that will get the most amount of publicity and coverage as well as set the expectation for the quality of the event.” –Unicorn Road LLC.

“Audience segmentation, cultural sensitivity, data-driven insights, localized content, customer feedback” –Strivemindz.

“Find what kind of people are attending and what kind of background they carry; reflecting that in the event feels personalized” –Frugal Testing Services.

“Creating a diverse event with a bunch of activities to meet everyone’s expectations” –Quema.

The event industry has been ever-evolving with the changing market conditions and public interest. With the changing methods of event management and the rise in the use of technology, the event industry will witness a few trends that can further shape the future of event management. Some of the future trends in event management are discussed here.

The COVID-19 pandemic was a major reason for amplifying the concept of virtual events. Although the importance of in-person events is undeniable, virtual events are here to stay. When questioned about whether they are interested in conducting virtual events or large-scale venue-based events or hybrid events, nearly half of the surveyed businesses expressed their interest in hosting virtual events, 40% said they are keen on venue-based events, and a few opted for hybrid. 

“Virtual events work well for company meetings or product launches.  In-person events work well for tradeshows, networking, when face-to-face is important, recognizing employees, team building, fundraisers, etc.” –Holicky Corporation.

Half of the marketers believe that the future of all live events will have a virtual dimension.(6) Large-scale events and private circles can be the two major trends, says PRETO BUSINESS Corp.

Due to the demolition of geographical limitations of attending an in-person event, virtual events have become a favorite in the industry. Introducing hybrid events can help organizers leverage the benefits of both the platforms at the same time.

Business-to-business event management is an overwhelming task. However, the process of planning and executing an event can be streamlined using sophisticated event management software.

The global event management software industry is valued at USD 15.5 billion in the year 2024 and is expected to grow at a CAGR of 17.4% to reach USD 34.7 billion by the year 2029.(7)

The event management software can help with multiple tasks, from registration and marketing to ticket sales and live-streaming support. The use of these software solutions to simplify the event planning and execution process makes it a crucial element in the events industry and has a promising future.

According to the survey results, around 35.4% of the surveyed businesses have already invested in event management software, while 21.7% of the surveyees are in the planning stage. 

The rising awareness of sustainable initiatives is evident in every industry possible, and the events industry is no exception. Consumers today expect businesses to come up with sustainable solutions from businesses.

The adoption of sustainable solutions when hosting events is helpful for businesses in creating brand awareness. Opting for sustainable solutions when planning an event is therefore becoming a priority among businesses.

The industry saw serious efforts being put into adopting sustainability and diversity, equity, and inclusion (DE&I) in 2023.(8)

The future will see higher adoption of sustainable solutions in the B2B event planning industry.

B2B events are much more critical than they were a few years ago. At its core, the approach requires data-driven decisions, measurable results, planning, and execution. Artificial intelligence (AI) and its advancement can act as a catalyst of event planning and execution. AI can help in capitalizing the value.

Generative AI tools like ChatGPT help event planners with tedious tasks, making them more productive. AI can also be used to provide an immersive and personalized experience to the event attendees. 

The application of AI for predictive analytics can also help in efficient event planning by estimating the attendance for the event and being prepared for the event. 

In short, right from refining the participants, till delivering personalized experiences, and maximizing ROI, there are multiple benefits of leveraging AI for B2B event management.

Following are some of the quotes from the survey responders that demonstrate their views on the future trends that can shape the future of corporate events:

“Hybrid events, sustainability, and AI-driven personalization will dominate the future of corporate events, making them more accessible, eco-friendly, and tailored to individual attendee needs” –Omega Digital.

“Several trends are shaping the future of corporate events, reflecting changes in technology, attendee expectations, and global priorities. One of them is hybrid events. Hybrid events, which combine in-person and virtual elements, are becoming increasingly popular. They offer flexibility and can reach a broader audience, making them a staple in corporate event planning.” –Stanoz Designs.

“The future of corporate events is being shaped by several key trends, including the rise of hybrid events that blend in-person and virtual components for greater flexibility and reach. There is a growing emphasis on sustainability, with eco-friendly practices becoming essential. Personalization is enhancing attendee engagement by tailoring experiences to individual preferences.” –Twelvenets.

“I think guests and attendees don't want the typical boring conferences and meetups. There is a shift towards events that create lasting memories and value added for all those involved.” –Experience 25/EIGHT.

“The rise in virtual events will be a popular trend” –Celestial Infosoft.

“Ease of participating – email invites, online registrations, QR-based registrations etc. are some of the trends that can shape the future of corporate events” –EMG Showmakerz.

“The future of corporate events is being shaped by a number of exciting trends, advancements in technology, changing work cultures, and evolving audience expectations.” –Expertinasia Pvt. Ltd. 

“We work very hard to come up with the latest trends, particularly through technology.  Whether through the development of our own virtual event software that mimics the live event experience online or, at live events, serving delicious canapes by drone service, we always like to come up with the most innovative event ideas.” –Eventure.

“Key trends shaping the future of corporate events include hybrid formats, increased focus on sustainability, personalization through data, immersive experiences with tech like VR, and a strong emphasis on health and safety.” –Start Mobile.

“WEB 3 will be the top trend that will change the events completely.  Attendees may use NFTs for event access, exclusive content, and post-event networking. Web3 will allow us to break geographical barriers and create unique, engaging experiences.” –Effeect.

• According to 91.2% of businesses, organizing B2B events helps them in growing their network.
• About 82.4% of the businesses said that organizing B2B events promotes a brand.
• About 95.3% of the survey participants think the target audience is a crucial factor to consider while planning a business-to-business event.
• Over 48.2% of the surveyees consider event publicity important for planning B2B events.
• Around 92.4% of the surveyed businesses mentioned they carry out registrations through email invites.
• About 52.7% of the surveyed businesses mentioned the use of QR code check-ins to be their preferred registration strategy.
• About 65.9% of the survey respondents mentioned that they opt for media sponsorship.
• Around 47.3% of businesses opt for financial sponsorships. This is the most traditional form of sponsorship.
• According to 78.8% of the survey participants, event attendance is one of the measures of a successful event.
• Post-event sales is a measure of event success, as per 63.7% of the surveyed businesses. 
• The rise of virtual and hybrid events and the use of AI are the trends that will shape the future of the events industry.

Business-to-business (B2B) events have always been a marketing strategy for businesses. Along with internal events like team meetings and annual gatherings, large scale events like tradeshows, roadshows, networking events, and conferences have gained momentum in recent years due the varied benefits they offer.

While events serve multiple purposes for businesses, managing events can get tough due to the number of aspects involved in the planning and execution process. With the rise in the use of technology and dedicated event management companies, businesses can simplify the event planning processes and leverage the benefits for their businesses. 

Planning an event must always be done while keeping in mind the industry trends that can elevate the attendee experience and even maintain high sponsor satisfaction.

We sincerely thank our Research Partners for their valuable insights.

1. https://www.forrester.com/report/deploy-a-b2b-event-center-of-excellence-to-efficiently-scale-event-programs-and-maximize-event-value/RES180972 
2. https://www.custommarketinsights.com/report/b2b-events-market/?srsltid=AfmBOorde_5zHrsXsAJXOfe6Vxva8YSbg7dDk3SxxVVcUHcTDtEBD_mv 
3. https://www.apple.com/au/apple-events/ 
4. https://www.freeman.com/resources/freeman-trends-report-q1-2024/ 
5. https://corp.kaltura.com/wp-content/uploads/2022/11/The-State-of-virtual-events-2023_9-2.pdf 
6. https://www.marketingcharts.com/cross-media-and-traditional/trade-shows-and-events-traditional-and-cross-channel-113634 
7. https://www.marketsandmarkets.com/Market-Reports/event-management-software-market-136859992.html 
8. https://www.amexglobalbusinesstravel.com/content/uploads/2022/10/2023-Global-Meetings-and-Events-Forecast-opt.pdf