Creative Event Agency: Technical Production Industry Insights

Creative Event Agency: B2B Events

The B2B events industry has evolved rapidly, driven by challenges like the pandemic and economic shifts. According to Forrester’s 2024 State Of B2B Events Survey, marketers are navigating this dynamic landscape through utilising the newest technology and adapting to changing consumer behaviours.

Industry Insight: Deloitte and Adobe are pioneering hybrid B2B events that blend in-person networking with digital accessibility, fostering global participation without travel constraints.

Practical Tip: Embrace hybrid event formats to expand your reach while preserving the invaluable connections made through face-to-face interactions.

Embracing Hybrid and In-Person Events

While virtual events really took off during the pandemic, in-person gatherings are making a strong comeback. Eventeem’s research highlights the unique flexibility and inclusivity of hybrid events, which allow more people to join in, no matter where they are. By combining the best of both in-person and virtual experiences, hybrid events are ensuring that attendees feel connected and engaged—whether they’re attending face-to-face or from the comfort of their homes. It’s clear that hybrid events are here to stay, offering a perfect balance that works for everyone.

Example: London Tech Week’s hybrid model allowed global tech professionals to engage virtually while maintaining the vibrancy of live sessions and networking.

Suggestion: Boost your hybrid events with live Q&As, virtual networking lounges, and on-demand content.

Experiential and Competitive Socialising Events

Experiential events are transforming B2B marketing. According to the Financial Times, there’s been a 40% rise in “competitive socialising” venues since 2018, showing that businesses are embracing fun, interactive experiences to connect with people. Whether it’s team-building activities or hands-on product launches, these events help build real connections, spark engagement, and create moments that stick with attendees long after they leave.

Trend: Google UK’s immersive product launches in unique venues, like rooftop gardens, leave lasting impressions.

Tip: Add hands-on activities, gamification, and unique locations to elevate your events.

Sustainability and Inclusivity in Events

Sustainability and inclusivity are now top priorities for event planners. Initiatives like Act 1.5 Presents in Liverpool highlight efforts to decarbonise the events industry. From choosing eco-friendly venues and offsetting carbon footprints to amplifying diverse voices and ensuring events are accessible to everyone, the industry is making real changes to create more thoughtful, inclusive experiences for all.

Example: Manchester International Festival’s solar-powered venues and zero-waste catering set the benchmark for eco-conscious events.

Best Practice: Choose eco-friendly suppliers, cut single-use plastics, and offer diverse menus.

Technology for Engaging Events

AI and data analytics are transforming how events are experienced by helping organisers create more personalised, engaging moments for each attendee. By looking at data like preferences, behaviours, and past interactions, AI can predict what each person might enjoy or need, allowing event planners to craft experiences that truly connect. This means attendees get content and recommendations that feel relevant to them, making the event more enjoyable and impactful. Whether it’s suggesting specific sessions, speakers, or even exhibitors, AI helps tailor the event to individual interests, ensuring no one misses out on something they’ll love.

Application: Eventbrite’s AI tools recommend tailored event schedules, boosting attendee engagement.

Recommendation: Use data analytics for post-event insights and AI for real-time support.

Why Partner with Sterling Event Group?