What is the Objective of a B2B Event?

Business  Knowledge Sharing

The primary goal of B2B events is to create an environment that facilitates mutual growth and value exchange. Marketing events provide a powerful platform for business professionals to connect, collaborate, and cultivate meaningful relationships. These events are also designed to generate high-quality leads and offer hands-on learning experiences to boost business growth.

Propel your business to greater heights by learning how to leverage B2B events to their full potential with this blog about B2B event marketing!

What is B2B Events Marketing?

B2B Event marketing centres on leveraging the power of events to drive business objectives. Marketing B2B events is a dynamic, interactive, and highly effective strategy businesses employ to promote their products or services, build brand awareness, and foster relationships through events targeted to other companies.

Whether through generating leads, building relationships, enhancing brand visibility, or gathering industry insights, B2B events offer a wealth of opportunities for your business to grow and succeed.

What are good event marketing goals?

Setting clear marketing goals is critical to any successful B2B marketing strategy, which also holds true for event marketing. Here are only some of the various B2B event marketing goals you can consider and how they can help ensure long-term success for your business:

Create an engaged customer base

When engaged, your customers interact with your brand frequently and are more likely to advocate your brand to others. For B2B event marketing, this might mean creating compelling content and experiences that resonate with your audience or facilitating interactions that keep your customers engaged before, during, and after the event.

Drive event engagement

Your goal should be to create an environment encouraging participation and interaction during your B2B event. High B2B event marketing engagement results in more meaningful connections, better attendee satisfaction, and an increased likelihood of achieving your other event goals, such as lead generation or brand awareness.

Generate new revenue and pipeline through event prospecting

 A well-planned B2B event attracts potential customers, partners, or investors who may have yet to be reachable through other marketing channels. Your goal here is to identify these prospects, engage them during the event, and follow up post-event to convert them into new business opportunities.

Increase brand awareness and thought leadership speaking opportunities

Demonstrate your expertise and knowledge in your field by sharing insights, leading discussions, or presenting innovative ideas at events. Your goal should be to seize these speaking opportunities to boost your brand’s visibility and reputation.

What are the different types of B2B events?

B2B events can take a wide range of formats—each with its unique purpose and benefits. Here are some of the most common types of B2B events:

Large-scale exhibitions and trade shows

Exhibition and trade show B2B events typically attract a large number of attendees from various sectors of an industry. Exhibitors showcase their products or services, often with interactive displays or live demonstrations.

Specialist conferences

Specialist conferences are ideal platforms for your business to establish itself as a thought leader and stay up-to-date with your field’s latest trends and research. These B2B events are industry-specific events that focus on a particular topic or area of expertise and usually feature speakers or panels to offer in-depth information and insights.

Industry association events

Often organised by industry associations geared towards their members, industry association B2B events offer opportunities to network with industry peers, share best practices, and discuss common challenges. Such events include educational sessions, networking opportunities, and, sometimes, exhibits.

Network community events

As the name would suggest, community events are designed to build and strengthen relationships within a specific community or network. This B2B event marketing strategy is typically less formal to provide a relaxed environment for professionals to connect, share ideas, and collaborate.

One-to-one hosted buyer events

One-to-one B2B events are more personalised, where vendors and buyers are matched based on their compatibility and scheduled for one-on-one meetings. This setup allows for in-depth discussions, personalised demonstrations, and tailored sales pitches to increase the likelihood of securing deals or partnerships.


Roadshows are touring events where your company visits various locations to promote its products or services. Known as a highly effective B2B event marketing strategy, roadshows allow your business to reach customers who may not attend traditional trade shows or conferences, providing a more personal and direct marketing experience.


With the rise of digital technology, webinars have become a popular B2B event format. This virtual B2B event marketing format includes online presentations, workshops, or lectures that allow your business to showcase expertise and engage with a global audience. Webinars are cost-effective, convenient, and offer lead generation opportunities through registration data.

Maximise your B2B event marketing investment with The Ortus Club

The Ortus Club is a specialised B2B event marketing company that hosts networking B2B events for C-level executives and business leaders across sectors. Our virtual and in-person events provide businesses with a platform to connect with potential customers, partners, and thought leaders in their respective industries and fields.

Thinking of scaling your B2B marketing to a global audience? If you’ve reached this far into the blog, this may be your time to host an event with us. Message us today to find out more!


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