B-to-B Events Archives - Chief Marketer

Experiential in Color Mentorship Q&A: Gerry Rojas and Natalie Azcona

In 2025, EM expanded the scope of its Experiential in Color recognition program to include a new mentorship initiative led by a steering committee of industry professionals. We spoke with three mentor/mentee pairs about what the experience has meant to them. Mentor Gerry Rojas and mentee Natalie Azcona know all too well how the events […]

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B-to-B Events

Best of B-to-B: Five Event Tactics That Generated Love and Leads in 2025

Between budget restraints, tariffs, shifting trade policies and AI everything, it’s been one hell of a trip around the sun for b-to-b event marketers. But this industry always rises to the occasion, and the meetings, conferences and exhibits delivered in 2025 were no exception. With 2026 just around the corner, we rounded up some of […]

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B-to-B Events

Experiential in Color Mentorship Q&A: Sofia Figueroa and Felicia Kelly

Even though mentor Sofia Figueroa is based in Miami and mentee Felicia Kelly is based in Durham, NC, the distance didn’t stop this pair from forming a strong relationship rooted in curiosity, determination and an openness to learn from one another, particularly because both come from different sides of the event industry.

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B-to-B Events

Watch: EventTrack 2026 Research Study—The Big Takeaways

EventTrack 2026, the largest and most comprehensive, multi-audience annual research report on experiential marketing, is here. Check out our overview of the most consequential data from the study with our global research partner, Sparks. (Download the report here.)

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B-to-B Events

Experiential in Color Mentorship Q&A: Anna Nicholson and Melencia Lattimore

For Anna Nicholson, it’s a full-circle moment to be participating in the Experiential in Color Mentorship Program. In 2021, she was recognized in Experiential in Color’s first class of rising-star honorees. Four years later, Nicholson is now an event manager at Yahoo and is giving back to the industry, mentoring Melencia Lattimore, meeting coordinator at A-Plus Meetings & Incentives.

Lattimore never had a mentor before, but the opportunity to join the mentorship program felt right, as she was preparing to graduate with her master’s from the FIU Chaplin School of Hospitality & Tourism Management. She was looking for support from an experienced mentor to make industry connections and reaffirm that events was the career path she wanted to follow, and Nicholson was the perfect match.

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B-to-B Events

Experiential Marketing Trend of the Week: Event Spas

Gen Z helped put wellness on the map, both as a lifestyle space and a business imperative. In events, wellness has been steadily evolving from a conversation, to an activity, to a full-on sponsorable engagement for brands—this year, among non-endemic companies, especially. Earlier this year, retail and e-commerce professionals were treated to recharge experiences at […]

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B-to-B Events

Video: Watchlist 2025 Honorees Talk Event Trends, Budgets and Best Practices

We’re celebrating the Watchlist, a collective of brand-side event marketers who are taking experiential to new heights this year. Watch our previously live LinkedIn chat (Nov. 13) with two of our honorees—Jessica Blake, senior director of strategic events at Salesforce, and Justin Tabas, senior experiential marketing manager at Bosch, where we talk strategy, budgets, trends, […]

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B-to-B Events

Field Report: 11 Memorable Activations from the AWS re:Invent 2025 Show Floor

If you’ve never taken a slide instead of an escalator, you haven’t been to AWS re:Invent, Amazon Web Services’ flagship global cloud-computing conference, which took place Dec. 1-5 in Las Vegas. The 14th annual gathering (T3 Expo served as general contractor) brought together thousands of cloud computing experts, builders, partners, and tech enthusiasts to learn […]

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B-to-B Events

Full Coverage: The 2025 Experience Design Awards

The editors of Event Marketer have unveiled the winners of the 2025 Experience Design Awards, an annual recognition of outstanding event design, innovative builds, interactive tech, and environmental creativity across a wide variety of consumer-targeted and business-to-business event formats.

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B-to-B Events

Experiential in Color 2025: Inside the Program’s New Mentorship Initiative

Since the inception of our Experiential in Color recognition program in 2021, created to shine a spotlight on and help support a pipeline of verse talent and leadership in events, mentorship has consistently risen top as a key driver of new and meaningful opportunities for rising stars in the industry.

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