B-to-B Events
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B-to-B Events
Expert Insights on How to Fortify Your Event Performance Recap
Storytelling is an important part of every successful event. But the post-event story you tell your executives is just as critical.
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B-to-B Events
Five Ways to Elevate the Way You Measure Engagement at Your Events
Research shows that on-site engagement is the second most important metric being tracked and measured among both b-to-b and b-to-c event marketers.
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B-to-B Events
Dream Team Tips: Designing Trackable Pipeline, Avoiding ‘Broad-stroke’ Strategies
Every event marketer knows the feeling: You’ve built an exceptional experience, the energy was undeniable, but then comes the question, “But what did we get for it?” For b-to-b event leaders this year, that question no longer leads to an event after the event—because they’ve already engineered the answers in. From trackable, curated meetings that […]
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B-to-B Events
Eight Ways to Make Your Events More Immersive—and Memorable
It may seem counterintuitive that the very technology we use to make our lives easier is the same technology driving people to buy cassettes, Walkmans and first-generation iPods. But here we are, pining for the 90s and all the clunky little devices that came with it. As marketers know, it’s a clear signal that nostalgia […]
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B-to-B Events
Cannes Lions 2026 Preview: Salons, Submarines, Supper Clubs and More
Cannes Lions 2026 will descend on the Palais des Festivals this month, drawing brand marketers, agency leaders and experience architects from across the globe. Amid the recognition hardware being doled out and cmo-level content, we’re keeping track of how the experiential offerings are evolving this year. Check out our preview of a few of the […]
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B-to-B Events
Complex Messaging, Outstanding Designs: Our Top 10 Exhibits at ASCO 2026
The American Society of Clinical Oncology (ASCO) 2026 Annual Meeting brought together more than 40,000 professionals at McCormick Place in Chicago May 29 through June 2 to explore the latest advances in cancer research, clinical practice, and innovation. Exhibiting at a medical congress comes with a unique rulebook. Commercial and medical affairs functions must remain […]
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B-to-B Events
Watch: Justin Tabas of Bosch in The Studio at EMS 2026
Welcome to Studio Sessions, interviews filmed in the field with the minds behind the moments. In this episode, Justin Tabas, senior experiential marketing manager at Bosch, sits down with Event Marketer’s Rachel Boucher at the 2026 Experiential Marketing Summit to talk building careers in events. Tabas shares his journey into experiential marketing, the specific moments […]
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B-to-B Events
How Square Leveled Up the Fun at the 2026 National Restaurant Association Show
You hear it all the time: “Trade shows are no fun.” Square disagreed. For the 2026 National Restaurant Association Show, which took place May 16-19 at McCormick Place in Chicago, the brand activated the “Surprise and Delight” sponsorship during the busiest moments just before the doors opened with a skate show and mini-troopers falling from […]
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B-to-B Events
Field Report: How Brands Built Connection at Licensing Expo 2026, Starting with the Badge
Just as the Experiential Marketing Summit was bringing inspiration to brand marketers, across the Las Vegas Strip, brands were finding new avenues for fandom at Licensing Expo, which was taking place May 19-21 at the Mandalay Bay Convention Center. The 2026 edition brought together about 12,500 industry professionals and a record 400 exhibitors, representing IP […]
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B-to-B Events
The Brief: Clay Bars and Biscuit Blasters
This week’s hot takes on hot topics in experiential marketing cover Clay Bars, pop-up pawn shops and Biscuit Blasters.
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