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B2B Events in the European Scenery

B2B (business-to-business) events are events held and designed to propagate the exchange of products, services and information between businesses, rather than between businesses and consumers. B2B event marketing has experienced enormous transformation in the last decade. It has helped to develop many of those changes in the event promotion field, touching on everything from content management technology for global trade show portfolios to data strategies that tie together multi-channel sales and marketing. B2B clients should always pick an effective event management that has a terrific account team with specialised skills in solving their business challenges. B2B event marketing growth involves more than fetching the latest tools and technology to old-fashioned event arrangements. Reconsidering techniques, such as regionalizing road shows and co-locating event experiences with partners, exhibitors and distributors is ever so often just as imperative. At the end of the day, B2B events are all about facilitating clients to see their customers and other business collaborators in innovative ways and evolving advanced content and practices that make a difference.

B2B is frequently compared to business-to-consumer (B2C). In B2B events it is often the case that both collaborating businesses trying to create a relationship have similar negotiating influence and even when they don't, each party naturally includes qualified personnel and legal counsel in the negotiation of terms, whereas B2C is fashioned towards a superior degree by financial implications of material unevenness.

From in-person events to virtual shows, event marketing is a dire phase of a perceptive marketing mix. In-person events are still tremendously vital to marketers but the litheness and straightforwardness of virtual events has positioned them to be progressively dominant. It is also worthy of note that event marketing epitomises one fifth of an ideal marketing budget and it is clearly something that can’t be overlooked. B2B Events are natural lead generators which deliver a definite measurable ROI in the European event industry. The State of B2B Event Marketing should be quantifiable so as to ascertain the aspects that make events fruitful, and how B2B events fit into the blueprint of their marketing mix.

Every B2B event management should be able to factor out:

  • The essential rudiments that underwrites the most attractive events.
  • The sort of events that marketers find to be most prosperous.
  • The most treasured metrics that signify efficacious ROI.
  • The tools marketers are making use of together with the growing position of marketing computerization.

Every B2B event agency must be able to provide the following:

1. Agency brief: They must be able to produce a brief that will give their respective agencies the greatest probability of success.

2. Market research brief: They should also be able to use a thorough market research to buttress their marketing approach.

3. Digital marketing strategy: There are many similar marketing approaches employed by many agencies, what makes an agency stand out is the provision of a refreshed approach to digital marketing so as to make the most of outcomes.

4. B2B event marketing strategy: They must also be capable of developing a marketing strategy that will have a factual influence on business results.

5: B2B partner personas: It is imperative in B2B event marketing for an agency to strengthen their understanding of their business partners and collaborators.

6. B2B events social media strategy: Social media is the faster growing platform for awareness nowadays therefore it is important to provide a social media strategy that suits your product and wider goals.

B2B Event Management should provide both meticulous preparation and imaginative execution while offering a high quality, high-value answer to events at a reasonable charge. It should also deliver an effective and professional event service covering the planning and logistics. Successful B2B events depend on effective teamwork and communication. One should identify and surpass the overall objectives for the proposed event while acting as a partner at every stage. Also the creation and delivery of total event management prerequisites should be upheld regardless of the size of the event whether it is a business meeting, conference, seminar, product launch, exhibition, road show, travel incentive reward, gala dinner or Christmas party. It is important to customise events so that the delivered result required continues benefitting provision long after the event is concluded.     

The least acceptable prerequisites for any successful B2B event whether it is a conference or business event shouldn’t be limited to; venue search and hire containing contract negotiation, registration and delegate organisation, proper site organisation, Hospitality counter, supplier choice and administration, travel and transportation provisions, obtaining suitable lodging, entertainment, catering, financial supervision, extra social events and programmes, liaison with all conference speakers (as required), provision of events documentation which includes invitations, signage etc., preparation of delegate pack and statistical review of the event at the end of it all.

With the above recommendation, B2B event planning for any business or agency will be a stroll in the park as your event is guaranteed a resounding success, all you need to do is to follow the laid down principles and make your B2B event one to envy across Europe.

Revered B2B Events across Europe

When trying to organise a B2B event, it is sensible to compare your skills with the leading events that occur all across Europe, below are a group of properly executed B2B events that you might want to use as a template for successful event execution.


IBTM World (Barcelona, Spain)



IBTM world is a prominent global event for meetings, incentives, conferences, events and business travel industry taking place in Barcelona. This event assembles meetings with industry experts for three days focusing on business opportunities, thought soothing professional education and networking to propel your business into the future.

This event has a resilient and successful 28 year history as a leading exhibition for global meetings, incentives, conferences and events industry. It started out in 1988 in Geneva, Switzerland. The maiden edition of the event brought forward 450 exhibitors from 52 countries and the “Hosted Buyer Programme” was launched into the market, it left a lasting impression that has been the foundation of the show's successes drawing over 700 Hosted Buyers in the first year. IBTM was acquired by Reed Travel Exhibitions, part of the Reed Elsevier Group in 2000 and moved to Barcelona in 2004. Today, IBTM world is continuously developing and innovating to stay ahead of the market. World-wide exhibitors and industry professionals assemble to attend every year and the exclusive Hosted Buyer Programme sets IBTM world apart from other exhibitions. IBTM world Hosts higher grade verdict makers who propagate international businesses and facilitate one on one appointment between exhibitors and buyers. To guarantee the one step staying ahead of IBTM world alongside others in the meetings industry, it aligns the show’s content with the desires and necessities of their audience while taking guidance from proficient specialists who are thought frontrunners and decision makers representing all parts of the sector. The next three IBTM world events will be held between Tue 29th Nov and Thu 1st Dec 2016, Tue 28th Nov to Thu 30th Nov 2017 and Tue 27th Nov to Thu 29th Nov 2018. It is a B2B event to experience.


IMEX (Frankfurt, Germany)


IMEX lingers in development with more thrilling events now more than ever before. It is fun and educative so much so that everyone in the B2B events industry has to stay ahead of the stride with four full days devoted to improving business and knowledge.

This event includes a three day trade show designed to enhance the acquirement of serious business knowledge of the specified industry. It is advisable to keep up to date and be in tune with all the latest developments and delight in education programmes from idealistic intellectuals, leading associations and industry groups. It gives an assurance to all partners involved that they will feel the buzz of meeting all the important universal players in one place. IMEX is the event for business, education and networking, it is where the world of meetings and events draws its energy. IMEX provides a range of events and below are the range in their forthcoming event in 2017.

- IMEX business event: A platform where the world of meetings industry suppliers exhibit their wares for fast and efficient business in one location.

- IMEX educational programme event: This is designed to boost knowledge with an unrivalled educational programme.

- IMEX forums: This is intended to facilitate learning from the finest minds in the industry, no matter what you need to be acquainted with, there’s always a forum for you.

- IMEX networking: A distinguished platform that enables you to associate, connect and shape treasured partnerships with all the meetings industry individuals you are required to encounter worldwide.

- IMEX search exhibitor events: Designed to propagate the worldwide exhibition for incentives, meetings travels and other events and this particular event was held from the 19th to the 21st of June, 2016.

- IMEX pitch: The IMEX Event Technology start-up competition which is intended to showcase new ideas in any business in a competitive manner. Alongside it IMEX is introducing IMEX run used in this category to enhance its presentation.

This event is to be held between the 16th to the 18th of May 2017, you surely don’t want to miss this one.


Confex Event Production Show (London, UK)


For over 20 years this Event Production Show has been one of the leading exhibition for the UK live segment with a yearly showcase event for everyone involved in providing impeccable indoor and outdoor, charity, corporate, cultural, music, sporting and experiential events. Confex EPS is brought to everyone by Mash Media for the fourth year in a row, a company who are front-runners in the publishing of magazines and directories for the live event, exhibition, meetings and conference sectors.

The event conveys festival organisers of all profiles and magnitudes, local, national and international government event teams, sporting events organisers, agencies, full event infrastructure suppliers, venues and destinations. The Event Production Show 2016 has finished a successful two-day event held at Olympia London alongside International Confex, the PA Show and EvenTech 16. This attracted thousands of buyers who attended to do business, network and learn from the inspirational and educational content on proposal. The Event Production Show highlighted panel conferences on topics ranging from RFID and cashless technology to disability access at events and the influence of events on cities. This year saw the resumption of “the Eventice” an Apprentice-style competition proposing to event management students an opportunity to win a year’s employment in the industry of their choice.

From the looks of it, it seems that Confex was a huge success in 2016 and the organisers had comments. “It’s been another amazing show and we’re really proud of the rich content and engagement our exhibitors have helped us create for our growing number of visitors,” said Liz Agostini, the event director of The Event Production Show. “We’re really creating something here for the industry; it’s a great showcase of the very best of the industry and a massive injection of confidence and business in UK events.” She mused.

After a massively prosperous show in 2016, The Event Production Show will take place on the 1st & 2nd of March 2017 at London Olympia alongside International Confex. The co-location with International Confex has proved tremendously successful in the last two years, with one of the largest buying forum for the events industry and it has been designed for a repeat in 2017. The success of this event speaks for itself, it is a must attend for all in the events industry.


Cisco live (Berlin, Germany)


During five astonishing days (15-19 February, 2017) at Cisco Live, you’ll realise the content and inspiration that can assist you progress your profession. From methodical and business sessions to keynotes to over a hundred exhibitors in the World of Solutions as well as the hands-on DevNet Zone  and social events where you can network with new friends. It is a week with a prospective to renovate your career and your future. You can plunge yourself into a five day business and technical session, keynotes, panel discussions, and specialty programs on topics such as Cloud, Collaboration, Data Center, Mobility, Network Networks, Security, Service Provider, SDN, and Software Development.

World-class instructors are on deck to make you Learn from Cisco, Renowned Engineers, CCIEs, and some of the world’s top technology specialists are ready in breakout sessions and additional training. You will have a personalised experience by learning in a set-up that works for you, from old-fashioned breakout sessions to laboratory and Technical Seminars to customize your learning via the created learning Pathways. There is also something for the business listeners too, if you are an Information Technology Manager or VP, the IT Management Program is specially designed for you. Innovation with Cisco technology affords you hands-on experience in the DevNet Zone. It’s the DevNet developer program fetched to your doorstep. Cisco live also offers a world of Solutions, catch up with existing and new IT suppliers, view demos and explore the latest solutions from Cisco and the industry’s top vendors in the World of Solutions. Meet the world renowned engineers and connect with them for informal one-on-one conversations on the subjects that trouble you most. As expected cisco live offers you the best forms of networking, you’ll meet with colleagues from all around the world to share concepts and visions including a provision to connect you with your peers on the Social Media platform. Have fun at the reception in the World of Solutions and Customer Appreciation Event. If you are technologically savvy, this is an event you do not want to miss.


Best of Events International (Dortmund, Germany)


The best of events international exhibition in Dortmund is the leading trade fair of the event industry at the beginning of the year that concentrates on the subjects of business communication, live marketing, event services and conferences. The trade fair is one of the leading meeting places of the event industry in Europe. Over 400 exhibitors from the event industry will be in attendance at the ‘Westfalenhallen Dortmund’ Exhibition Centre. Why not link with them and also benefit from the inspiring best of events trade fair for competent business contacts, business success and prosperous networking. Decision-makers meet at best of events international, 82% of the trade visitors are involved in purchasing decisions for their companies in an advisory, co-deciding or decision-making capacity at best of events while guests get a complete market outline and information on new products and services for live communication. The date (20-21 January 2017) is ideal because it is right at the commencement of the fiscal year, new associates are made and inventions are presented at the ‘Westfalenhallen Dortmund’ Exhibition Centre. The skill grade in play is tremendously extraordinary. This event offers a comprehensive feature programme. You will be afforded the opportunity to meet high-calibre speakers and professionals from the numerous event industry spheres and you can benefit from successful case studies and strategic decision-making support which enables you obtain know-how and expert understanding of the event business.

The location offers perfect requirements. The ‘Westfalenhallen Dortmund’ Exhibition Centre is situated in the heart of the most compactly populated German state, right in the middle of Germany. It is part of the ‘Ruhr metropolis’ area with more than 5 million people. Belgium and The Netherlands are also not far away. Best of Events is a lure for trade visitors from Germany and Europe in general.

With promising prospects of about 90% of the participants who have already starred at Best of Events 2016, you will expect that they are certainly taking part again in 2017, wouldn’t you rather join them and benefit from this educative and amazing event?


So there you have it, an overview of what proper B2B events should entail and exhilarating examples across the industry in Europe.