Experiential marketing has breathed fresh life into B2B engagements
Conferences can be a drag, right? But they shouldn’t be, says Erica Wiggins of GPJ – there’s plenty exciting happening in the B2B events space.
Wellness offerings, such as meditation sessions, are increasingly expected at B2B conferences, says Wiggins / Erik Brolin via Unsplash
There’s a stubborn myth that B2B marketing can’t match the creativity or excitement of B2C, but that view is outdated at best. Experiential marketing, with its immersive, personalized experiences, is transforming B2B engagements, making them more dynamic, memorable, and powerful than ever before. As George P. Johnson (GPJ) CEO Chris Meyer points out: “Experiential marketing isn’t just adding excitement – it’s rewriting the rules of B2B”.
There’s never been a better time to invest in experiences that matter – and there are plenty of resources for inspiration. Look to BizBash’s Most Innovative Meetings of 2024 for cutting-edge event ideas, explore Event Marketer Best of CES 2024 for standout activations, and dive into the insights shared at the ANA Masters of B2B Marketing Conference to see how the best in the industry are driving engagement and ROI.
Here’s how experiential marketing is taking B2B to new heights.
Experiential draws
Today’s B2B audiences want memorable experiences that forge lasting connections. Experiential marketing delivers precisely that. Immersive engagements don’t just make an impression; they build relationships, loyalty, and trust. The data backs this up: experiential marketing continues to claim a larger share of B2B budgets because it delivers ROI that traditional methods often struggle to match.
Of course, the impact of experiential isn’t limited to B2B. Consumer-focused events like CES and SXSW are hotbeds for experiential activations that blur the lines between B2B and B2C.
In a crowded market, it’s not enough to showcase a product – you also have to create a journey that sticks. Strategic experience design goes beyond aesthetics to tell a story. It’s about creating moments that connect with people on a deeper level. When brands like Google use experiential storytelling to make their offerings accessible and engaging, it’s not by accident. It’s a strategic move to differentiate themselves and engage audiences – and it works.
At the business conference Google Cloud Next, the challenge was to bring the brand promise of a “New Way to Cloud” to life. For people to feel comfortable adopting something new, they first need to understand its potential, then how it works, and finally, make it their own.
To bring this paradigm to life, a three-step journey framework was created, with touchpoints and engagement types that activated every program at Next: Imagine, learn, and build. All elements at Next – across design, messaging, and engagements – worked together to accelerate this journey and, in turn, raise awareness, interest, and adoption among attendees.
Conferences reimagined
Let’s face it: traditional B2B conferences can be a grind. The good news is they’re a vanishing rarity. Expectations, competition, and modernization are transforming the concept of B2B conferences into dynamic experiences. As Scott Burns, SVP and Executive Creative Director at GPJ, says: “The modern B2B audience expects more – they want to be entertained, educated, and inspired, all at once”.
Flagship technology conferences, like Salesforce’s Dreamforce, deliver on this demand by seamlessly integrating brand and business goals with strategic engagement, with a park-themed campus that’s been described as “part music festival, part cram marathon, part family reunion”. Meanwhile, advances in immersive and targeted technologies enable marketers to craft personalized attendee journeys that are more like tailored marketing campaigns than traditional conference halls. The result? Attendee engagement, brand recall, and meaningful connections that drive ROI.
B2B audiences deserve active, engaging educational experiences that bring complex concepts to life. From digital simulations to gamified workshops, design experiences that move beyond one-to-many presentations and make knowledge stick. For example, IBM’s Calling the Shots is a shot-tracking table tennis experience highlighting IBM’s AI solutions that support the US Open, Wimbledon, and Master’s golf tournaments, providing real-time insights and data for fans. When people are actively involved in learning, they retain more, understand better, and walk away feeling truly connected to the brand.
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Crowd-pleasing
Making connections is a big slice of the B2B pie. Yet, too often, it’s treated like an afterthought. Networking should be purposeful and designed to foster genuine, lasting connections. Curated matchmaking, themed lounges, and small-group sessions are just a few examples that can make networking feel more than a checkbox activity. It’s about building relationships that stick.
Attendees remember the brand that made meaningful conversations possible. At C2 Montreal, a conference known for innovation, an AI-enabled app helped connect attendees, as did Braindates, allowing connections based on topics. Immersive experiences, a personal event concierge, labs, and coaching sessions come together for an attendee experience designed to transform and educate.
Wellness and sustainability aren’t just trends – they’re non-negotiables in today’s B2B landscape. Successful B2B experiences value attendee wellbeing in tandem with brand impact. Guided meditations, nutritious and meat-free food options, and quiet zones are just a few ways attendee wellness can be supported. But it doesn’t stop there.
A commitment to sustainability must be unwavering, with practices like digital-first communications, eco-friendly materials, locally sourced supplies, and carbon impact tracking tools. Many of these practices have been established at Workday Rising, with measurable results. These aren’t just bonuses – they’re integral to responsible, forward-thinking event design. Today’s audiences care about wellness and the planet, and so do we.
For more smart B2B thinking, head over to our focus week hub.
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George P. Johnson
For over a century, George P. Johnson’s driving passion is helping clients foster innovation, value, growth and increased performance through the creative evolution...