How to win at B2B events in 2025 (even without a booth)

Why in-person events still matter in 2025

In-person events bring something you can’t get online: direct connection.

For sellers, it’s easier to spark conversations and share product demos in the moment.

For marketers, it’s a natural setting to collect stories, testimonials, and case studies.

For partnerships, it opens the door to new collaborations.

For customer success, it’s a chance to deepen relationships and gather candid feedback.

Even if measuring ROI is tricky, the benefits are clear. Events remain one of the most effective ways to get in front of the right people, fast. And when done right, the experience itself can leave a lasting impression.

Our 10-step playbook for events

1. Identify your target audience

We start weeks ahead of the event, building lists of the right companies and personas. Pulling names from official attendee lists is just the beginning.

We filter through our ICP to find decision-makers and reconnect with closed-lost leads who might be attending. A little research goes a long way, and by the time we arrive, we already know who we want to meet.

2. Reach out early

Early outreach is key. We send videos, LinkedIn messages, emails, and calls to make it easy for people to say yes. Sometimes a short personalized video can spark more engagement than any generic email ever could.

By the time the event starts, a lot of meetings are already booked, which gives the team more time to focus on meaningful conversations.

3. Plan your conversation openers

Nobody wants a hard pitch immediately. At SaaStr, our team wore sweaters with a big “10” on the back.

It was a simple conversation starter: the number represents the average tools a salesperson uses, and with Amplemarket, you only need one. Small, memorable touches like this can turn a first hello into a longer discussion.

4. Host your own side event

Big stages aren’t always necessary. At WebSummit, we hosted a small breakfast in a local café. Twenty to thirty key people joined us — executives, investors, and target decision-makers.

Personalized gifts and a QR code linking to enriched attendee data created a sense of value and exclusivity. Sitting around a table over coffee made conversations natural and memorable.

5. Pick the right swag

Swag should be useful and easy to carry. We skipped bulky boxes and opted for items like stickers and stress balls. Even small giveaways can make a big impression when they’re practical and thoughtfully presented.

6. Create content at the event

Events are full of storytelling opportunities. We filmed short interviews with attendees, asking fun questions like “If you had a magic wand, what sales pain would you solve?” and “What’s one piece of advice you’d put on a giant billboard?” These moments helped us engage prospects, create shareable content, and keep the energy alive even after the event.

7. Connect with your community

Events aren’t just for new leads. They’re a chance to connect with existing customers and partners. We gather feedback, share updates, and capture case study opportunities.

Posting photos with customers on LinkedIn strengthens community and shows that we care about real relationships.

8. Coordinate your social presence

A well-planned social strategy amplifies your impact. Sharing behind-the-scenes photos, short videos, and funny moments creates FOMO and keeps your brand visible.

Consistency before, during, and after the event matters more than fancy production.

9. Claim your meeting space

We didn’t have a booth at SaaStr or WebSummit, so we got creative. By claiming open spaces and making them recognizable, we gave attendees a reliable place to find us.

We also handed out our B2B sales report, providing extra value and sparking more conversations.

10. Follow up with purpose

After the event, quick and thoughtful follow-up is crucial. Thank guests, reconnect with new contacts, and move conversations forward. Turning in-person energy into real results requires personalized sequences that show you remember and care.

The bottom line: why in-person events are still worth it

Events are flexible. You get to choose your approach and your goals.

You don’t need a booth or a big budget. You need preparation, creativity, and a plan for outreach, engagement, and follow-up.

Define your goals, target the right attendees, and think through your strategy from start to finish. Events can build brand awareness, generate leads, strengthen relationships, and create moments of connection you can’t replicate online.

That’s why in-person events are still worth it in 2025.