B-to-B Events

In a year where designer dolls and love stories grabbed the world’s attention, event marketers also leaned into niche interests and the speed of pop culture across their campaigns. These were among themes across the nearly 50 installments of our Trend of the Week column in 2025, and as the wheels turn for 2026, we’ve […]

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 […]

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 […]

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.

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.)