Everything You Need to Know About B2B Events

December 11, 2023

It takes a lot of work to plan and execute a B2B event. For organizers, achieving event success may seem daunting at first. But what exactly is a Business-to-business (B2B) event, and what does it take to create a successful one? In this article, we'll reveal everything you need to know.

What Is a B2B Event?

A B2B event is a type of event that's specifically designed to bring together businesses and industry professionals to network, share information, and promote their products and services to each other. It's an opportunity for businesses to connect with other businesses, build relationships, and ultimately generate new leads and sales. It also gives professionals a chance to gain insights into where they fit into the industry as a whole and see what their competitors are doing. B2B events often feature keynote speakers, panel discussions, and interactive sessions that provide attendees with valuable insights and industry-specific knowledge.

Different Types of B2B Events

Business-to-business events can either be in-person, completely virtual, or a hybrid event. There are many types of B2B events that a business can attend or organize to network, generate leads, and promote their products. Here are the three most common examples you might come across:

  • Trade Shows: This is the most classic example and it's usually the first one people think of when it comes to B2B events. They're primarily focused on showcasing products and services from different industries, providing an opportunity for businesses to exhibit their offerings, meet potential clients, and make sales. They also give exhibitors a chance to get a good sense of who their competitors are and what they're offering.

  • Conferences: These events are designed to bring together industry experts, thought leaders, and professionals to share knowledge, insights, and best practices on a particular topic or industry. Conferences are great for meeting like-minded people and industry peers for networking.

  • Seminars/Webinars: Seminars and webinars share a lot of similarities with conferences. One of the differences is that conferences usually last multiple days, while a seminar may only be a few hours or up to a day. Conferences tend to have broader goals, such as networking, professional development, and showcasing new products or technologies. Seminars, on the other hand, are often designed to provide more in-depth education and training on a specific topic. And seminars are usually much smaller than conferences, often containing fewer than 100 people. The key to seminars and webinars is that they're meant to provide educational content and training in a particular area of the industry.

What Does It Take to Make a Successful B2B Event?

While every business-to-business event is unique, there are several common elements that can contribute to a successful outcome. Here are a few things every event should have to raise its chances of being a success:

Opportunities for Networking

Networking is important for attendees and exhibitors alike. In fact, it's one of the top factors attendees use when determining if an event is worth attending. According to Skift, nearly two-thirds of event attendees reported having more interest in networking sessions in 2022 than they did in 2019.

Compelling Speakers

Event organizers understand that keynote speakers, particularly those who are well-known, can be a major draw for attendees. To boost attendance and create a buzz around your event, consider booking high-profile and captivating speakers who can attract and inspire your audience.


Breaks are a crucial aspect of any successful event, as attendees can only talk business for so long before getting burned out. To keep participants engaged and motivated, it is important to include some form of entertainment during the event. This could be anything from a stand-up comedian, live concert, or interactive contest, among other options, providing plenty of possibilities to engage the attendees.

Innovative Technology

Modern B2B events are embracing innovation in ways never seen before. In fact, about 78% of event marketers are utilizing more technology in their events than they did before the pandemic. With tools such as registration software, order management software, mobile event apps, and reporting, event technology stacks can significantly enhance audience engagement, taking the attendee experience to a whole new level.

Using the right B2B event software is critical. You need to have the necessary tools and leverage them effectively to create a successful event. The right event software should provide organizers with event registration, support for content & lead collection, analytics & reporting, and more. Here's a more complete list of what to look for in B2B event software

By leveraging the appropriate software, you can transform your next event into a seamless experience for your staff and an immersive one for your attendees. With features ranging from online registration and email marketing to on-site check-in and post-show data reporting, the right software can streamline event operations and enhance guest engagement, providing a successful event for all involved.

Request a demo and learn how Perenso can improve your B2B event experience.