Even as business-to-business (B2B) marketing continues to change, corporate events remain a timeless way of boosting brand awareness, building connections, and driving growth. While it’s safe to say that events should be part of your B2B marketing strategy, planning ones that drive tangible results takes a highly intentional approach. A corporate event that resonates involves a lot more than an impressive venue, buzz-worthy entertainment, or snazzy giveaways. Events with lasting impact—ones that leave attendees wanting more and hoping for a repeat invitation—keep “the main thing the main thing.” And that main thing is people.
Check out three actionable ways to put people at the center of your B2B events and get inspired to create engaging experiences.
Customize, customize, customize
People want to be known and heard on a personal level. Find genuine ways to make each attendee feel like a VIP. Have an attendee with food allergies? Take the extra step of having meals specially prepped for them. Does William go by Billy-Bob? At registration, welcome him with a personalized, handwritten note that reflects his preferred name. Every detail makes a difference.
At a recent executive event we hosted in Colorado’s (very dry) Rocky Mountains, we gave every attendee a box of hand lotion, lip balm, Smartwater, and local toiletries with a personalized note about staying hydrated. We also made sure each guest’s room had a humidifier. The attending execs were blown away by these practical yet personal steps to make their trip a good one.
Prioritize relationships. Attract key players.
B2B events generate more buzz when influential executives are engaged and onboard. So get to know your executive-level players on a personal level and craft events that are exciting to them. Arrange a special wine-tasting to connect with the Cabernet connoisseur. Engage sports fans with tickets to upcoming athletic events. Listen and learn. Take notes, then take action.
When we met a client SVP at an event last year, we learned about his passion for fly fishing. With this in mind, we coordinated a fly-fishing trip in Canada for the client’s next big event. Win-win! The SVP wanted to attend because of his love for fly fishing, and the client got a top-tier exec to attend their prestigious event.
Build agendas with intention
For any event, it’s important to create space in the agenda for downtime and connection. Leveraging tools like Braindate is a simple yet effective way to help achieve this. Creating physical spaces within or around the event can also allow attendees to unwind and recharge—from quiet rooms and napping spaces to peaceful walking paths and more.
At a top-tier event for one of our global tech clients in Las Vegas, a partner created a VIP pampering suite with massage chairs, nap pods, and fresh-pressed green juice. This thoughtful gesture communicated a clear commitment to people—giving space for attendees to decompress so they could continue to connect.
Transform your events into lasting experiences
By following a people-first approach to B2B event planning, you’re not only making attendees feel valued. You’re creating meaningful experiences that echo with memories, connections, and business growth opportunities—for months and even years to come.
Looking for ways to go from standalone events to impactful experiences in your organization? Set up a time to chat with our experts for free.
