Why is going “beyond the booth” essential for B2B brand amplification at events?

Because simply having a physical booth is no longer enough—brands must deliver memorable experiences, strategic partnerships and strong post-event follow-up to truly stand out in a crowded event environment.

What should brands consider when choosing which event to attend or sponsor?

Choose events aligned with your target audience—industry relevance matters. For example, if you serve cloud-software buyers, pick IT-executive-focused events. Attend where you will meet your decision-makers, not just show up.

What are effective on-site activations that can elevate brand presence?

Prominent and consistent branding across the venue. Hosting roundtable discussions or thought-leader panels. Securing stage time or spotlight videos to show your brand’s expertise. Networking proactively with attendees and cold leads.

What matters in the post-event phase to ensure your brand stays top-of-mind?

Send personalized follow-up emails referencing specific conversations, share highlights on social media (photos, videos, key take-aways), and nurture leads with relevant content. This continued engagement increases ROI from the event.

How can strategic partnerships boost event ROI for your brand?

Partnering with an event organiser or being a premium sponsor can give you prime placement, more visibility, and more meaningful engagement opportunities (e.g., branding, roundtables, speaking slots). This helps convert presence into measurable business value.

What is the core takeaway for B2B marketers about brand building at events?

It’s not just about attendance—it’s about impact. Focus on delivering an experience, owning your narrative, activating onsite and post-event, and using strategic partnerships to amplify your message. That approach turns an event from a cost center into a driver of brand growth.

Boost Your B2B Brand at Events – Go Beyond the Booth

Marketing Networking

Be part of the biggest events of the season

Become a Partner

Jul 8, 2025 1:00:00 PM | 5 min read

The event itself is your stage. 68% of B2B marketers use on-site events to generate new leads, highlighting the importance of a strong on-site presence (AdStage). This is your chance to create memorable experiences that resonate with attendees and reinforce your B2B brand message. So, how can you build B2B brand awareness at events?

Prominent Branding: Ensure consistent and prominent branding across the event by partnering with the organizers. This can include strategic logo placements, a spotlight video, and being a key partner for the event. It reinforces your B2B brand identity, making it easy for attendees to recognize you. After all, there’s a reason 60% of event marketers view event sponsorship as a good option to increase brand awareness (Sweap).
Host A Roundtable: Position yourself as a thought leader by hosting a roundtable discussion with leaders in the industry. These interactive sessions provide value to attendees while showcasing your expertise and offerings.
Stage Time: Step up your thought leadership by taking the stage at B2B events for a panel discussion or presenting a case study that features your brand at its best.
Network and talk to new people: You never know who you might meet at B2B networking event. Take the opportunity to make new contacts and reignite connections with cold leads. Make sure to leave a business card. This creates opportunities to follow up with contacts made during the events.

"First of all, [the value of being a Premium Partner with Aurora Live by Management Events is] brand visibility. What I really like is that there is clarity on who is the main partner. Secondly, I am very glad to see new connections, which is very surprising for me, as I have been in the industry and these events for multiple years."
- Vice President Global Business Engineering, CGI

Post-Event Engagement: Nurturing Connections

The event doesn't end when the doors close. Post-event follow-up is crucial for ensuring that your brand remains in the minds of your target audience, enabling your sales teams to nurture leads and maximize your ROI.

Personalised Emails: Send personalized thank-you emails to attendees, referencing specific conversations and offering relevant resources. This shows you value their time and strengthens the connection.
Social Media Highlights: Share event highlights on social media, including photos, videos, and key takeaways. Extend the conversation to reinforce your brand presence.

"For us, it's very important to network. These events facilitate us to not only speak about topics which are ongoing and interesting but also to have a cup of coffee and perhaps even a glass of wine to get to know the person behind the role they fulfil. Because in the end, you do business with a person, not a company."
- Commercial Director, TriFinance

Make your Mark with Strategic Partnerships

About 52% of CEOs believe that event marketing delivers a higher ROI than any other marketing channel (Splash). This makes it a crucial investment for B2B companies. Cvent found that 24% of organizations spend at least 26% of their marketing budget on events, while 17% allocate more than 50%, showcasing the significant investment in event marketing.

In the competitive landscape of B2B events, creativity and strategic planning are essential for boosting B2B brand visibility. A foolproof way to maximizing brand visibility at B2B events is via a strategic partnership that can deliver ROI on multiple levels.

Aurora Live by Management Event’s sponsorship opportunities do just that. From strategic logo placements at exclusive networking and social events to opportunities for stage time in front of Europe’s top business leaders, you can put your brand directly in the minds of your target audience.

Aurora Live by Management Event's sponsorship opportunities include:

Branding and visibility: Your brand logo featured at exclusive industry events.
Spotlight video: Showcase your brand video directly to decision-makers.
Roundtable with top executives: Conduct roundtable discussions with a small group of your selected executives.
Stage time: Join a panel discussion or present a case study with your client to an audience of interested decision-makers.
Co-host events: Co-host a social networking event for an exclusive group of senior executives.

Remember, it's not just about being present; it's about making your mark.

Showcase your brand to your most sought-after customers at Aurora Live by Management Events’ exclusive B2B events with top decision-makers in Europe: