The B2B Media Guide for Event Success
Focus. Engage. Build.
When attention is fleeting and digital relationships are transient, events can stand apart for breaking through the noise and engaging audiences. B2B media figured this out early—shifting from passive publishing models to dynamic, experience-driven engagement.
Consumer publishers, especially those with targeted niche media brands, can increasingly do the same. For events aren’t just a business model add-on; it’s a brilliant opportunity.
B2B Making Moves
Colin Morrison CBE, founder and publisher-editor of Flashes & Flames - the Global Media Weekly newsletter, contextualises this well (full disclosure: I’m working with Colin on an event called Monetising B2B, where we will have some of the biggest names in B2B globally on stage. I’ll expand on it below).
“All media was disrupted by the explosion of the web in the 21st century. The initial impact was compounded by the defection of readers and, especially, advertising to the web. That initial storm affected both B2B and B2C media.
“But B2B was able to rebuild its shattered business models because their professional customers were so quick to become online savvy for management and marketing. For B2B, the web itself created new opportunities to create and quickly disseminate high-value data for digital-savvy professionals.
“This helped to spur the growth of new B2B operations and companies which, unlike those of the 20th century, were able to generate most of their revenue from subscriptions rather than advertising.
“At the same time, events (especially exhibitions) were able to exploit their unique status in face-to-face marketing, almost untouched by the web.”
One of the trends we see in the event space, is that of the rise of smaller, targeted events. I discuss it here in a previous Substack, where I report on the results of our annual event survey.
It comes down to this: In 2024, two-thirds of respondents preferred events smaller than 500 people (slightly up from 2023). Reasons include the exclusivity and relevancy of such events, the high-quality networking experiences, and more targeted speaker programmes and learning.
The Rise of the Niches
Trends in B2B events also offer a valuable guide for where events are heading. In a recent newsletter of his, Colin referred to this phenomenon in the context of existing trade show companies.
“The growth of competition from deep-dive industry specialists (e.g. high-value niche events from new-wave information verticals) suggests that trade show companies may need to become increasingly versatile.
“Once again, digital change is predicted (gradually) to break down the demarcation between ‘channels’ – and reward specialists who know their markets best.”
This augurs well for publishers that develop deep audience relationships around topic-specific interests, needs and passions.
The Niche Events Opportunity
I wrote about this in an article for Tomorrow’s Publisher, where I argue that niche events offer a lower-risk way of entering the events space … and can be the harbinger of bigger things.
I write that “niche publishing is a trend proving resilient and profitable as the media landscape continues to undergo seismic shifts. By focusing on their users' specialist needs, interests and passions, creator, consumer and B2B media can build and unlock opportunities built around highly engaged communities. One such opportunity is virtual and in-person events, arguably the purest form of direct audience engagement publishers can develop.”
I argue in the piece that, besides the (important) revenue component, the value of events extends beyond an additional revenue stream.
Audience engagement and trust: “They are a powerful mechanism for audience engagement, brand authority and content reinforcement. By bringing highly targeted communities together in person, publishers create immersive experiences that deepen trust and position themselves as essential hubs of knowledge and connection.
Feedback loops: “Events also act as a feedback loop, providing real-time insights into audience interests and challenges, which can inform future editorial strategies and product development.
Sense of belonging: “In a landscape where digital media can feel transactional, live gatherings foster a sense of belonging and exclusivity, strengthening the publisher’s role as an indispensable partner in its niche.
Moreover, “niche events serve as a lower-risk entry point into the events space.
Controlled experimentation: “They offer a controlled way to test concepts, build event expertise and refine audience engagement strategies without the upfront risk and financial burden of large-scale productions. They allow publishers to experiment with formats, pricing and content while staying closely aligned with their core audience.
Benefits of focus: “The targeted nature of these events often means higher engagement levels, stronger brand alignment and a more precise value proposition for attendees and sponsors — elements that can be harder to achieve with broader, more generalist events.
Ultimately scalable: “Plus, with the right approach, they can be scaled. A successful niche event can become a flagship series, expanded into multiple regions, or developed into a full-blown larger-scale conference or festival.”
You can read the complete article here (free opt-in required). It includes a discussion of event examples such as subscriber/member-only events, high-value summits, community-driven experiences, skills-building workshops, and pop-up events.
The Relationship Factor
B2B publishers realised long ago that owning an audience isn’t just about offering content—it’s also about understanding them and creating spaces for that audience to connect.
I believe events—especially highly focused, niche gatherings—offer a proven playbook for engagement, brand authority, and commercial success. They’re an opportunity to build deeper relationships, drive revenue and support future-proofing businesses.
Working with Colin on the Monetising B2B summit, I am reminded again of how valuable a strong database is when it comes to event sign-ups. If you are a brand with high-quality audience relationships around a well-defined interest area, your sales job becomes so much easier. The depth of those relationships drives the real action.
Brands with subscriber bases are well-positioned for events.
Subscribers choose you for trust, quality, value perceptions and more. That matters when you add a new event to your portfolio.
They are already deeply engaged and satisfied with your content and brand. Participating in a live event is the next logical next step.
Our Monetising B2B Summit
Monetising B2B takes place on 20 May in London and will feature many of the biggest names in B2B media on stage and in the audience.
Our Early Bird ticket offer ends on 21 February.
Here are the companies that will be on stage, and below are the broad themes we’ll cover at Monetising B2B.
Business Transformation:
How RELX transformed the largest B2B publisher into a global data business. We will have Mark Kelsey on stage, who joined what is now RELX more than 40 years ago. The parent company now has a market value of some £80bn. Kelsey’s division is the largest and fastest growing in RELX.
How William Reed morphed from a print-centric, UK business into a global force. Chairman Charles Reed and CEO Tracy de Groose will explain how the 163-year-old, £80mn-revenue, family-owned company has diversified into international events and information services.
Events Evolution:
We will discuss how (and why) exhibitions, conferences, and other B2B events are changing.
Trade shows have bounced back from the pandemic, but new formats—festivals, One2One meetings, and data services—are growing. Are they threats or opportunities for the industry’s biggest players? Who will be the winners in five years?
Our panel includes Philip Soar (Chair, CloserStill Media and Nineteen Group), Lisa Hannant (CEO, Clarion Events), Greg Hitchen (CEO, Terrapinn), and Paul Miller (CEO, Questex). Collectively, they oversee some £1bn in event revenue.
We will reflect on what it takes to manage data and events businesses today.
Hugh Jones (CEO, RX) leads the £1.3bn-revenue RX (formerly Reed Exhibitions) and will discuss what lessons he has taken from information services into the events space, and what has worked.
Last but not least, we will examine what makes the Cannes Lions Festival so special.
We will interview Philip Thomas (Executive Chair, Informa Festivals) on stage. The £140mn-revenue Cannes Lions Festival is a global powerhouse in the marketing industry. What makes it work, and can the formula be replicated elsewhere?
Data and Tech
We will look at practical (and profitable) AI opportunities.
AI isn’t just a cost-cutting tool—it can be a direct revenue driver. What strategies should B2B information and events companies, large and small, be using?
Paul Hood (digital media consultant and former executive at News Corp and Dennis will interview Adriana Whiteley (Director, FT Strategies) and Amir Malik (Managing Director, Alvarez & Marsal).
We will examine how proprietary data can help build high-value subscription and intelligence businesses.
The value of proprietary data is soaring. This panel will explore how companies leverage exclusive insights to build high-value subscription and intelligence businesses.
Neil Bradford (CEO-founder, General Index), Charlie Kerr (CEO, With Intelligence), Mariana Valle (CEO, Insurance Insider), and Leon Saunders Calvert (President, Economist Intelligence) will share their thoughts in a panel discussion moderated by Rory Brown (Chair, Realfin and co-founder, AgriBriefing).
Entrepreneurship
The Accidental Entrepreneur: What happens when your employer shuts down the magazines you run, and they become your severance pay? We will interview Mark Allen (Founder of the Mark Allen Group) about how he built a £70mn revenue information business from those beginnings and what others can learn from his journey.
The TripAdvisor for scientists: With 3 million scientists worldwide engaging in product reviews, SelectScience has been described as the ‘TripAdvisor’ for lab equipment. Kerry Parker (CEO of SelectScience) explains how the £10mn revenue business makes it work and whether this model can be replicated in other markets.
How an M&A consultant built a membership-based information business: We speak to William Jefferson Black (Co-founder of Transaction Advisors Institute). From advising deal-makers to building a membership organisation for them, Black has turned M&A knowledge into a business. What lessons can others take from TAI’s approach to community-driven information services?
How The Business of Fashion upstaged the legends: In just over a decade, BoF has gone from an industry outsider to one of the most influential business information brands in fashion, outpacing long-established competitors. How did they do it, and what’s next? Nick Blunden (President of The Business of Fashion) will tell us more.
Our Early Bird offer for Monetising B2B tickets ends on 21 February. See more here.
