HOST
Singapore
LOCATION
13
ATTENDEES
B2B Marketing
INDUSTRY
SINGAPORE, SEPTEMBER 2024 — Hosted by The Ortus Club, this executive roundtable brought together senior marketing leaders from across Singapore for an evening that blended insight with friendly competition. Alongside a focused discussion on event ROI and evolving marketing strategies, guests also took part in a relaxed minigolf tournament designed to spark conversation, build rapport, and set the tone for an open and engaging exchange.
THE BRIEF
Rethinking Event Value Through Insight and Interaction
As marketing budgets tighten and expectations around ROI continue to rise, teams are under increasing pressure to design events that deliver clear and measurable outcomes. The Ortus Club created this roundtable to give leaders a space to discuss these challenges honestly, compare approaches, and share what is working in today’s landscape.
To encourage connection and make the evening both enjoyable and productive, the session also included a minigolf activity. This served as a warm-up for networking, helping guests break the ice before shifting into deeper strategic conversation.
THE SETTING
A Relaxed and Engaging Environment
Held in Singapore, the event combined a private discussion space with a casual minigolf setup, offering a different kind of environment for senior leaders to meet and speak openly. The mix of structured conversation and playful competition helped create a comfortable atmosphere where ideas flowed naturally.
Guided by moderator Sam Adcock, Managing Partner and Co-Founder of The Ortus Club, the group explored the realities of event marketing today, supported by an environment that encouraged openness, creativity, and connection.
Interested to find out how the event was shaped and the work that went behind it?
THE GUESTLIST
Marketers Steering the Future of Engagement
The roundtable gathered senior marketing and growth leaders responsible for shaping their organisation’s event strategy and revenue pipeline. Attendees included Heads of Marketing, Regional Marketing Directors, CMOs, and leaders overseeing demand generation, customer engagement, and brand experience.
This cross-section of industries and perspectives created a balanced view of the current challenges and opportunities across the market.
THE DETAILS
Minigolf as a Networking Catalyst
The evening’s minigolf tournament set the tone for the roundtable.
A playful, social competition designed to spark conversation and friendly rivalry, it gave participants the chance to connect informally before moving into more structured discussion.
The relaxed activity encouraged natural interaction and helped break down barriers, which contributed to a more candid and collaborative roundtable conversation.
Participants later received a curated insights report summarising the themes discussed, giving them a practical reference for their planning and budgeting cycles.
THE TOPIC
Capturing ROI and Driving Results in B2B Events
The group explored how event strategies must evolve in a climate of shrinking resources and rising expectations. Key questions included:
- How can ROI be measured more effectively
- What convinces internal stakeholders to approve event budgets
- Are small-scale events outperforming larger formats
- When does outsourcing strengthen event outcomes
- What is the future mix of virtual, hybrid, and in-person gatherings
These questions anchored the discussion and encouraged participants to reflect critically on their current strategies.
THE INSIGHTS
What Marketers Are Seeing on the Ground
Several shared themes emerged during the discussion.
Standing out is increasingly difficult.
Event saturation means audiences are harder to attract, making precise targeting and clear messaging essential.
Audience quality outweighs audience size.
Participants emphasised that decision-making attendees have far more impact than broad attendance numbers. As one guest noted, “You need to spend as much time and money on the data to get people to the event as you do on the event itself.”
Smaller formats are becoming more effective.
Roundtables and intimate experiences often deliver better outcomes for relationship building and bottom-funnel engagement.
Outsourcing helps teams do more with less.
Several leaders shared that external partners help overcome bandwidth limitations and ensure events deliver the right audience, consistency, and measurable results.
KEY TAKEAWAYS
Rethinking What Makes Events Work
- Quality over quantity: Well-targeted events are outperforming large, generalised formats.
- Small-scale events drive deeper engagement: Curated gatherings encourage stronger conversations and more meaningful follow-up.
- Clear ROI stories secure future budgets: Teams increasingly need robust measurement and tracking processes.
- Outsourcing accelerates outcomes: External specialists strengthen targeting, execution, and event impact.
THE RESULTS
Insight, Engagement, and a Stronger Outlook for 2025
The combination of a minigolf tournament and a focused roundtable created an engaging and memorable experience. Participants left with a clearer understanding of how to navigate audience saturation, justify budgets, and design events that deliver measurable commercial impact.
For The Ortus Club, the session reinforced the value of pairing light, social interaction with strategic discussion. It also highlighted the rising demand for smaller, insight-led gatherings that help leaders make sense of an increasingly complex marketing landscape.
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