What are the latest trends in B2B event marketing?

How difficult is creating B2B event marketing events that deliver the return your organisation requires? Whether talking about relationship building, promoting a product or lead generation, the events you create should engage. Time is precious, and your resources are finite, so it's important to use them wisely when putting your strategies together.
 

Delivered in-person or online, successful events like FEWA's 2020 National Conference take a lot of planning, but the rewards are clear: exceptional engagement, excellent attendee feedback and the strengthening of relationships. No matter, if you're hosting a conference, webinar or trade show, the need to provide a memorable experience is the same. 

So, stay with us as we look at some of the most prominent B2B event planning trends being seen in 2024 to gain insight into how you can captivate your target audience this year.
 

B2B event trend #1 - immersive virtual experiences

At one time, virtual events comprised simple online meetings and webinars. However, thanks to significant advancements in technology, it's now possible to offer fully immersive experiences, be they entirely online or hybrid in nature. For example, virtual reality (VR) headsets can allow remote or on-site interaction with people and products in three-dimensional environments for an unforgettable experience at your B2B event. 

The Bvlgari Man Glacial Essence virtual product launch leveraged this technology as part of a B2B event marketing strategy employed by the MCI team. It allowed participants to feel more connected and involved than ever before. 

This virtual experience was part of a broader hybrid experience that included an in-person element where preloaded VR goggles offered a 360-degree virtual expedition of the Alps - aligning with the fragrance's Icy Freshness theme. Samples of the fragrance were also provided to engage multiple simultaneous senses and fully immerse the viewer in the Bvlgari brand. 
 

Augmented reality and AI

Similar to VR, augmented reality (AR) allows digital information to be overlaid over real-world physical objects to provide guidance and enhance interaction. Viewable via AR glasses or most modern smartphones, event attendees can engage with services and products in a whole new way that leaves people completely captivated. 

The influence of technology on B2B event planning doesn't end there, either, as AI-driven analytics are increasingly being used to provide insights into attendee preferences and behaviours. This allows real-time adjustments to be made that create super-personalised experiences that result in even deeper engagement. 

Trend #2 - experiential marketing and gamification

Another increasingly common component of B2B events in 2024 is gamification—a concept that uses game design elements to boost participation and engagement for event attendees. As part of experiential marketing, gamification enhances interaction and was used to great effect by MCI for the global biopharmaceutical company Celgene. 

The approach allowed medical journalists to comprehend complex immunotherapy research in a dedicated space that resembled a microscopic world. Employing project mapping, storytelling, motion sensing and stunning visuals, participants got to feel like they were exploring the subject at a cellular level. 

After entering a white lab capsule, the individual was given a mission that included both mental and physical tasks, providing an educational aspect that made retaining the presented information much easier. Gamification can also harness the attendees' competitive spirit in B2B event planning to further boost engagement, with point scoring, leaderboards and challenges provoking an emotional response. 

These innovative techniques increase the likelihood that those attending your events will leave having had a meaningful and enjoyable experience. Using these dynamic environments, you can also develop a stronger connection to your brand.

Trend #3 - sustainable and ethical events

It's never been more critical for businesses to walk the walk when it comes to sustainability and ethics. In fact, 82% of investors believe that ESG (Environmental, Social and Governance) should be integral to any company's overall strategy.

This trend reflects a broader shift to environmental responsibility and sustainability, which is why any B2B event planning approach needs to consider the fundamental aspects of ESG in its structure. How might these values be incorporated into an event? 

• The use of a sustainable venue—This approach might involve choosing a LEED-certified venue or a location that employs robust sustainability practices, such as waste-reduction/water conservation programs and energy-efficient lighting. 
• Adoption of eco-friendly materials—You could consider using recyclable, reusable, or biodegradable materials for your event signage, badges, or other promotional materials. 
• Digital-only events—The use of paper could even be eliminated entirely and replaced by digital tickets and mobile/tablet-based event programs.
• Ethical and fair trade sourcing—Regardless of where your event is based, it's also a good idea to source services and products from suppliers that adhere to fair trade practices and ethical labour standards. 
• Diversity and inclusion initiatives—You also want your organisation to be seen as being fair and non-discriminatory, so, if applicable, ensure the list of invited speakers includes a diverse lineup and that all dietary needs are catered for.

When ESG values are incorporated into a B2B event, it enhances the reputation of the company organising it. It also fosters trust and separates the company as one that is committed to ethical practices and sustainability while attracting like-minded clients.