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| The times they are a-changin'. During a cmo panel at HubSpot’s Inbound conference this month, execs from G2, Deloitte and Notion weighed in on how the pervasive use of AI, from answer engines to agents, is dramatically shifting b-to-b marketing strategies. The key to this evolution, panelists said, is for b-to-b orgs to place greater emphasis on brand marketing, rethink owned communications and embrace AI experimentation. |
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 | 2025 B-to-B Dream Team
Meet Joost Bijsterveld of Philips
Currently serving as director-global customer experiences, Bijsterveld has spent the last quarter of a century infusing his “efficiency with a soul” ethos into Philips' events. In our eighth monthly B-to-B Dream Team profile, we cover experimentation, drama and "purposeful wow"… Read more
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Sponsored Content
17 Candid Insights on Scaling Events Internationally in an Era of Economic Uncertainty
If you’re looking for a pop song to sum up the state of the event industry when it comes to globalization, there are a few solid choices. “It’s the End of the World as We Know… more |
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Flagship Events
Field Report: Five Game-Changing Trends from Google Cloud Next 25
A perfect mix of brand and business, Google Cloud’s flagship event, showcasing the transformative power of AI and its practical applications for companies, brought together over 36,000 industry tech professionals, developers, engineers, analysts and industry leaders… more |
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Tariffs
How the Event Industry is Responding to New U.S. Tariffs, from Prices to Pivots
After weeks of conjecture and swirling rumors around how U.S. tariffs would shake out, the specifics around the levies were revealed on April 2 during a briefing at the White House. In addition to previous tariffs… more |
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Experiential Trends
EMS 2025: Nine Event Trends to Watch, from Creativity on a Budget to ‘Servant’ Sponsorships
The 2025 Experiential Marketing Summit (EMS) brought the high-octane energy, camaraderie and compelling perspectives the annual industry showcase is known for, and a global audience of more than 1,500 b-to-b and b-to-c marketers, trade show organizers,… more |
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The B-to-Beat is produced by Event Marketer, the industry's largest resource on event and trade show marketing. Each issue is sent to thousands of Fortune 1000 corporate event marketing teams. For advertising opportunities, contact Jon McLoughlin: jmcloughlin@accessintel.com
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