B-to-B Events Archives - Chief Marketer

IMEX America 2025: Five Takeaways for Trade Show Marketers

IMEX America, a trade show for the meetings and events industry that took place on Oct. 7-9 at the Mandalay Bay Convention Center in Las Vegas, set a new record with more than 17,000 participants and more than 90,000 scheduled meetings. EM was on the ground to bring you the latest thinking and activations inspo […]

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Five Ways Webflow Reimagined its User Conference in the Service of ‘Play’

When Webflow set out to overhaul its user conference, the design-forward brand aimed to execute a dynamic, art-driven experience that mirrored the energy of this year’s event objective—to demonstrate the evolution of web design in the age of AI. So with a “play” theme to run with and a venue that served as a blank […]

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B-to-B Events

Watch The Brief, Live! September 2025 Edition: Experiential News & Ideas

A farmer’s market for dogs, porta-parties, romantic boat rides—and, the top insights from Trendwatch Los Angeles, the first of many live and virtual events taking place during Experiential Marketing Month.

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B-to-B Events

Experiential Marketing Trend of the Week: Potty Parties

It’s not just Charmin that wants consumers to “enjoy the go” anymore. A wave of bathroom-themed experiences has infiltrated the industry, stamping out stigmas around what was once considered a taboo topic. Whether solving for a pain point, leveraging toilet humor as an engagement tactic or a mix of the two, brands are cleaning up […]

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B-to-B Events

Experiential Trend of the Week: AI Agents in Events

Experiential marketers have wasted no time experimenting with AI-fueled activations and applications to drive personalization and streamline the work behind the scenes. But this year, marketers are ready to accept AI as a member of the team. Enter: AI agents, which are shifting from “curiosities” to game-changing assistants for marketers and attendees. Demonstrating both its […]

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Five Ways Hendrick’s Uses its Peculiar Personality to Fuel an Experiential ‘Giniverse’

There are many ways to describe the Hendrick’s Gin brand, but “boring” isn’t one of them. Over the years, the company has built a peculiar “Giniverse”—inspired by the unusual way its liquid is distilled—and an assortment of eccentric live experiences to match. Take this year’s Tales of the Cocktail conference in New Orleans, LA, where […]

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Duocon 2025: Duolingo Shares Six Insights on Hosting a Modern Virtual Event

Duolingo has produced its digital Duocon forum since 2019, but virtual events have seen a major overhaul since pre-pandemic times. These days, presentations are shorter, avenues for audience interaction are robust, and content is visually striking. So on Sept. 16, we tuned in to Duocon 2025 to find out how the brand (and pop culture […]

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Research: 11 Datapoints on the State of Global Business Travel

Even amid today’s economic uncertainty and geopolitical tensions, corporate travel continues to be viewed as an essential business tactic. In fact, the Global Business Travel Association’s (GBTA) 2025 Business Travel Index Outlook revealed that 86 percent of professionals consider their trips worthwhile, and 80 percent say they’re traveling for work as much or more than […]

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B-to-B Events

B-to-B Dream Team 2025: Meet Joost Bijsterveld

Delivering compelling, high-touch experiences within the highly regulated health care industry is a tall order, but Joost Bijsterveld has been rising to the occasion for the last 25 years.

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B-to-B Events

How Mars Veterinary Health is Making Green Sponsorship at VMX Grow

At the North American Veterinary Community’s VMX: Veterinary Meeting & Expo, the world’s largest veterinary conference and trade show, sustainability took center stage with Mars Veterinary Health’s sponsorship of the show’s Sustainability Hub and waste-sorting activations at the Orange County Convention Center. What started with a few recycling bins in 2022 has grown into a […]

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