6 Strategies For Planning B2B Events In 2025

Dee Blohm is the senior vice president of marketing at Anteriad.

Events are a cornerstone of the marketing plan. Even with millions of B2B buyers moving online for self-service research and purchasing, events offer a unique opportunity to learn, network and generate fresh ideas.

After the pandemic lull, events have roared back, with spending on experiential marketing topping pre-pandemic levels. CMOs recognize events’ value as a critical marketing strategy. Events create trust in a brand that can last long after the event ends.

However, while current customers and prospects are obvious targets for events, simply getting in the same room with the right people is not enough. In 2025, marketers must align events with long-term business goals, drive sales pipeline and measure impact while maximizing ROI.

Building The Best Plan For Success

Starting now, marketers should align event strategies with company priorities for 2025. While sales teams often champion events, marketers should also engage the CEO, CFO, customer service and product teams to gain a broader perspective. For example:

• If customer retention is a top priority, focus on events that engage and delight current customers.

• For a big product launch, create a stage for the CTO to showcase it.

• Address CFO concerns early by mapping event costs to incremental business growth.

With this foundation, marketers can craft a strategy tailored to company objectives and choose from a wide array of options, from intimate dinners to global conference sponsorships.

Here are key tips for ensuring event success in 2025:

1. Thread company goals through the plan.

Set clear objectives for each event, such as customer acquisition, brand awareness or lead nurturing.

Then, decide how to measure success—whether through pipeline contribution, brand reach or Net Promoter Score (NPS)—and ensure systems are in place to track these metrics.

2. Reevaluate sponsored events and strategic activations.

Sponsoring large events often comes with hefty price tags but doesn’t always deliver ROI.

Instead of committing to traditional sponsorships, consider creative activations like hosting a dinner, party or off-site session alongside the event. These smaller, targeted engagements can create memorable experiences and deeper connections with key prospects.

Use historical data to evaluate past event ROI and assess whether sponsorships led to measurable outcomes. Collaborate with sales to prioritize events aligned with your audience. Smaller activations can often support sales more effectively than larger sponsorships, allowing for an impactful presence while staying budget-conscious.

3. Optimize hosted event cadence and locations.

Choosing the right location and frequency for hosted events is crucial. A large city like New York doesn’t automatically guarantee the attendance of key clients, and Miami’s appeal doesn’t mean attendees will have the budget to travel. Analyze your data to determine where your audience is most concentrated.

The ideal hosted event includes both loyal clients and lower-funnel prospects who can be influenced by client success stories. A quarterly cadence works well for many teams but be sure to prioritize quality over quantity—three well-executed events can outperform five poorly organized ones.

4. Leverage partnerships to maximize reach and budget.

Co-hosting events with trusted partners can reduce costs, expand reach and enhance credibility. For example, sharing logistics, speakers and promotional efforts can provide attendees with a seamless experience while keeping expenses manageable.

However, partnerships require careful coordination, so plan resources and roles well in advance.

5. Plan an engaging, impactful format.

An effective event isn’t a catch-all for executive talking points—it’s an experience tailored to attendee needs. Focus on actionable insights, data-backed strategies and real-world examples. Client case studies, proprietary research and tactical advice resonate well with attendees.

Prioritize interactivity, such as discussion sessions or peer-to-peer networking, which allow attendees to exchange ideas. You know you’ve had a successful event when breaking up these types of discussions becomes a challenge. Networking opportunities, especially during the closing reception, add a feel-good element that attendees appreciate.

6. Develop a post-event follow-up plan to sustain engagement.

The event doesn’t end when the lights go out. Create a structured follow-up plan that includes personalized content, one-on-one meetings and surveys. Use attendee feedback to refine your strategy for future events.

Events are also content gold mines. Repurpose event highlights for social media posts, blogs or case studies to keep the conversation going. This sustained engagement helps extend the event’s impact and provides additional value to your audience.

Conclusion

With a well-aligned plan, events become a powerful driver of business growth. Attendees gain value from insightful content and networking opportunities, sales teams connect with the right prospects, and executives see measurable impact tied to company priorities.

By approaching events as a shared initiative across departments, marketers can create symbiotic strategies that grow stronger over time.

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?