B2B Brand Event Marketing

If you’ve been exploring marketing or branding tips for your business, you’ve probably come across B2B brand event marketing. But what does it mean? B2B events are confusing to understand, so we’ve compiled a guide to get you started. In this blog post, we’ll explore what B2B marketing is, why it’s essential and examples you can use.

B2B Brand Event Marketing
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, November 30, 2023

What is B2B Event Marketing?

B2B (business-to-business) event marketing is an impactful strategy to connect with companies and prospective clients in your industry. It’s an opportunity for you to give businesses solutions to their pain points with products or information and vice versa. Therefore, the key things people are looking for when they attend B2B events are:

1) Industry expertise

2) Samples or ‘try-before-you-buy’

Let’s go over those two points in more detail.

Industry Expertise

When we talk about expertise, we mean sharing knowledge that other businesses or clients find interesting or helpful. It could be creating a workshop that solves a problem they’re experiencing or teaches them something new. 

For example, if you are a tech company, your B2B event might be a training course in basic app development. This helps tech startups expand their business, and they may become repeat customers or point other tech startups in your direction.


It’s challenging to convince someone to buy your product when they have no idea if you’re good or not. Even Dyson, a highly-regarded brand, allows companies to try their products.

For example, at the 2023 North American Hairstyling Awards, Dyson sponsored the beauty brand Ulta Beauty. This gave Ulta Beauty the opportunity to test drive the Dyson Corrale ™ straightener and Supersonic ™ hair dryer. In exchange, the Dyson hair tools gained exposure to a multitude of professional hair stylists. It’s a win-win. 

This isn’t the only way for prospective clients to sample your services. You can also use giveaways such as raffles or competitions so they can win your products. 

Why You Need B2B Marketing

So, do you really need to engage in B2B marketing events? The answer is - yes. There are multiple reasons why B2B marketing is essential for business growth, development and long-term success.

Promoting brand awareness

Brand awareness is how well-known your brand is and whether people know your company exists. When you run or attend B2B event marketing, you put your brand on the map with other businesses. This means that when they are looking for the services you provide, they’re aware that you’re an option.

Strengthening your brand character

A brand character embodies your brand’s personality, like the Duracell Bunny or The Michelin Man. They help you stand out from the crowd and make your business more recognisable. B2B marketing events are a chance to develop your brand character by acquiring knowledge and feedback about brand characters from other companies in your industry. 

Improving your brand design

B2B events are a hub of inspiration and ideas, ideal for gaining branding tips from other businesses. If you are at a tradeshow and someone else’s stall stands out, ask yourself, why? What is it that makes the brand design appealing and memorable? What do you like about it, what would you improve on, and what are the takeaways to take your branding to the next level?

Networking with other brands

B2B event marketing isn’t just about pitching your products and squashing the competition (although that’s an added bonus). It’s a space to create genuine and authentic relationships with other people so they can get to know you and why you’re worthwhile.

Networking is crucial to gain exposure within your industry. It creates valuable connections and informs people about your company without coming across as ‘salesy.’ You can also enhance your knowledge and discover products that advance your business for greater success.

Finding your niche against competing brands

Standing out is one of the toughest challenges, especially in an oversaturated market. What makes you different? Why should consumers buy from you instead of someone else? An easy way to find out is by scoping out the competition at B2B events. Not only does this allow you to identify gaps in the market, but it helps narrow down your target audience.

Generating leads

Curating leads to cold customers through social media and online advertisement is hard work. It takes a lot of grafting to make yourself known, build a relationship and entice new sales. But B2B marketing allows you to communicate in a more intimate setting within your industry - for example, through webinars or trade shows. This can set up leads to sell your services and is more rewarding for less effort.

B2B Event Marketing Ideas

We’ve compiled a quick list of B2B event marketing ideas you can set up to improve brand awareness, create connections and generate leads.

  • Organise a networking event - Networking increases your visibility and forges connections with other businesses in your industry. You can exchange knowledge and share contact details for future communication.
  • Run a webinar - Online or website seminars (webinars) allow you to share your expertise with prospective clients. They are budget-friendly and accessible worldwide, and people can learn from the comfort of their homes.
  • Create a product launch - There is no better way to share your industry innovation than turning your launches into a B2B marketing event. You can generate a VIP experience by making it invite-only and allowing early access or discounts.
  • Host an exhibition - An exhibition or trade show is a space for industry-related businesses to showcase their services. Make your exhibition stand out with cohesive branding and high-quality resources, and ensure you engage with other companies.
  • Hold a conference - Bringing keynote speakers to a conference will create a memorable and valuable B2B event. It’s an impactful tactic to build trust in your industry and share your mission and brand values.

Organising or attending B2B brand events is a crucial marketing strategy. They help you interact and support other businesses, build brand awareness, and broaden your outreach. The events also offer solutions to companies within your industry by sharing knowledge or providing samples of services.

Withbrand is a specialised B2B brand agency that will guide you through B2B event marketing to hit your goals and establish long-term sustainability. Get in touch today and take advantage of our expertise for a thriving and successful business.

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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