In the world of B2B events, the value equation for in-person shows has shifted dramatically. While high-production keynotes were once the primary draw, those same keynotes are now available online 24/7, meaning the "content need" is no longer the exclusive domain of physical events. Today, the most successful events are those moving away from a content-centric heart and toward a greater focus on establishing business relationships.
In our recent webinar, "The New Meeting Revolution," we sat down with Sophie Wawro, CEO of For Real Events, and Nadira Ramatally, Marketing Director at Clarion Events, to discuss how meeting-led strategies are transforming event ROI.
The pressure on live events has never been higher because alternatives to in-person attendance have finally become effective. For an event to be worth the travel time and cost, it must provide what cannot be replicated online: high-value, face-to-face meetings. Sophie Wawro explains that while digital platforms like LinkedIn are fantastic for lead generation, they struggle to build the deep trust and momentum that happen in person: "Structured meetings make the process, which used to happen in a very serendipitous way, much more efficient and intentional."
For modern event participants, the biggest pain point is no longer just a financial investment: it is the return on time (ROT). Attendees are looking for tools and channels that provide the most efficient way to accomplish their goals.
Meeting-led events achieve this efficiency by condensing months of business into a few days. For example, the ShopTalk portfolio of events facilitates approximately 100,000 meetings a year. By using automated platforms to democratize the meeting process, they can host up to 4,000 people simultaneously taking meetings in a single hall.
To elevate a meeting program from "standard networking" to a growth lever, organizers should follow several key principles:
A well-designed meeting program is often commercially self-sustaining and can become a significant revenue stream. By charging sponsors per meeting (with rates often ranging from $500 to $1,500 depending on the show), organizers can fund travel stipends for high-value buyers. Sophie noted that at ShopTalk, the meeting program became a revenue channel as significant as ticket sales.
No-shows are the primary threat to a meeting program’s success. Nadira Ramatally shared that Clarion Events manages this by monitoring buyer activity closely in the month leading up to the event.
The "New Meeting Revolution" is about taking responsibility for the networking that happens at your show. Instead of leaving connections to chance, organizers must treat networking with the same respect as their keynote content or expo floor.
By facilitating intentional, data-backed meetings, you provide a measurable ROI that digital channels cannot match. As the industry moves forward, those who prioritize making business relationships happen at their events will be the ones who see the most significant growth.
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