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Music festivals have always been a go-to sponsorship platform for b-to-c brands, but as the line between consumer and business experiences continues to blur, several powerhouse b-to-b companies are swapping out ballrooms for backstage passes.
Take the recent Bottlerock Napa Valley Festival, where brands including Salesforce, Cisco and Workday crafted sponsorship activations built for business. In fact, according to Live Nation, live music is now the No. 1 global platform for reaching decision-makers. Read more about the growing trend in the festival giant’s new global study.
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2025 B-to-B Dream Team
Meet Jimmy Knowles of Canva
Jimmy Knowles got his start in events as an associate producer on the Macy’s Thanksgiving Day Parade, a role that would change the entire trajectory of his career. In our fifth monthly 2025 B-to-B Dream Team profile, we cover cultivating joy, identity—and throwing spaghetti... Read more |
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Event Themes
Quest Software Shares Pro Tips on Leveraging a Host City as an Event Theme
When Quest selected Boston as the site for its annual internal sales kickoff, the city wasn’t just chosen based on convenience or budget; it was used to deliver core messaging… Read more |
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B-to-B Sponsorship
Pinterest Activates a Colorful Journey through the User Experience in Cairns
At Cairns Crocodiles, the “Cannes Lions” of Australia, returning title sponsor Pinterest activated a physical manifestation of its user experience, from discovery to doing… Read more |
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Ideas
From Mobile Studios to Popcorn: Ideas for Boosting Upfronts Experiences
Upfronts today are a competitive landscape. For many brands, it’s a chance (or an imperative) to break away from a traditional presentation format and lean into experiential… Read more |
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Audience Engagement
Crafted for the C-Suite: Three Ways to Design Events for Senior Executives
More b-to-b marketers are focusing on an additional audience to engage—one that isn't always strategized for, but can impact how events are perceived and supported… Read 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 Alex Chung: achung@accessintel.com |
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