B2B and B2C used to be two very distinct categories, even warranting brand experience agencies that specialised in one or the other. Two distinct audiences, two different ways to communicate with them, two different ways to put on experiences that attract them.  

At the time of writing, there are 938,000 Google search results for the term ‘B2B marketing is boring’ and Small Business Trends declared that ‘48 per cent of B2B buyers say that they’re bored by the marketing they’re seeing’.  

Those are significant figures which clearly demonstrate a need for B2B marketing and brand experiences to reinvent themselves. We need to start seeing B2B attendees as human-centric consumers, not business robots.  

B2B isn’t dead per se; there remains a vital demand for business-to-business focused events. However, the field must adapt and evolve to ensure attendees are not only wanting to come but also remain deeply engaged throughout the experience. 

What needs to change? 

In a Statista 2023 global survey, ‘in-person events are identified as the most popular marketing channel, with 60 per cent of B2B marketers aiming to utilise this channel this year’. 

Events are about bringing people together through shared interests or values, fostering engagement and strengthening authentic connections. Done well, they can enhance the all-important sense of belonging and, ultimately, cultivate a dedicated community of brand advocates. 

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