B2B and B2C experiential marketing are on the rise, with spending increasing by 10.5% to $128.35 billion, surpassing the $121.87 billion recorded in 2019. That’s a clear sign that live experiences aren’t just for B2C brands anymore. B2B companies are seeing the value in creating meaningful connections through events, and it’s paying off in stronger relationships, better brand perception and measurable results.
For those managing sales teams, events aren’t just an opportunity to showcase products, they’re a powerful tool to engage your team, motivate performance and build lasting connections. With thoughtful planning and a clear strategy, you can use experiential marketing to make an impact that goes far beyond the event itself.
Incorporate Sustainable Materials
Sustainability isn’t just good for the planet, it’s an opportunity to align your team and your clients with values that matter. By using eco-friendly practices in event planning, you can show stakeholders that your company takes responsibility seriously while also giving your team something meaningful to rally around.
According to a Deloitte report, 85% of organizations increased their sustainability investments over the past year, signaling its growing importance. Modular booth designs, reusable materials and energy-efficient technologies reduce waste and demonstrate a forward-thinking approach that resonates with modern audiences.
Take Chase for Business as an example. Their event program prioritized reusable elements to minimize waste across multiple venues while remaining flexible enough to adapt to different spaces and attendance sizes. These efforts reinforced their commitment to sustainability while creating opportunities to connect with clients on a deeper level.
Create Opportunities for Engagement
The best events inform and connect. Make sure you’re creating spaces where attendees can network, share ideas and collaborate. These moments of engagement can nurture relationships that last long after the event wraps up.
International Manufacturing Technology Show (IMTS) is a prime example. It goes beyond traditional trade show booths with interactive demonstrations, industry panels and hands-on training. Networking areas and industry-specific meetups give professionals a chance to exchange insights and explore partnerships in a relaxed setting.
For your team, these events are an opportunity to shine. Encourage them to set specific goals for building connections and engaging with clients. The more personal and meaningful the interactions, the more likely those connections will turn into long-term opportunities.
Pay Attention to Detail
Details matter, especially when it comes to representing your brand. Every touchpoint at an event, whether it’s signage, flow or the way attendees interact with your exhibits, contributes to the overall experience.
At the DISH Team Summit, for example, a 30,000-square-foot interactive exhibit was meticulously designed to encourage engagement. Custom demo stations highlighted new technologies, while gamified features and augmented reality added an extra layer of interest.
Even practical considerations, like intuitive layouts and well-placed branding, were optimized to ensure a cohesive and fun experience.
By focusing on the finer details, you can create an event that looks professional and leaves a lasting impression. Think about how every interaction, big or small, reflects your brand’s story.
Build on the Relationship Post-Event
The real value of an event often lies in what happens after. Following up with attendees ensures that the momentum you’ve built doesn’t go to waste.
Use event data to personalize your outreach. If a client showed interest in a particular demo or session, make sure your follow-up reflects that. Tools like automated email sequences and CRM integrations can help streamline this process, keeping your outreach relevant and timely.
Don’t limit yourself to one channel. A mix of LinkedIn messages, targeted ads and personalized emails can keep your brand visible and your conversations going. The key is to maintain the connections you’ve made and show clients that their time and attention were valued.
Expand Your Resources
Collaboration can help you plan and execute a standout event. Bringing in creative agencies, logistics teams or trusted vendors can help you deliver high-impact events without stretching your resources too thin.
It’s no secret that many marketers and event planners cite limited resources as a challenge. By working with the right partners, you can focus on what matters most: building relationships and driving results. With the right support, even complex events can feel manageable.
B2B experiential marketing offers a unique way to connect with clients, energize your team and deliver results that stick. By integrating sustainability, creating meaningful engagement, focusing on details, and following up effectively, you can turn your next event into more than just a moment – it becomes a strategy that drives lasting impact.
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