AI can help you reach the right people. But can it help you build the trust needed to move a complex deal forward?

AI has made it easier than ever to research audiences, personalise content and target the right accounts. But when it comes to building trust and strengthening relationships, nothing quite replaces human connection.

And yet, too many B2B events are still focused on creating a great experience on the day, rather than thinking about what happens before and after.

At JPC’s September 2026 Competitive Edge Roundtable, 76% of respondents said the greatest value was lost outside the room, either in the preparation or the follow-up.

It raises an important question: Are we creating experiences that people enjoy, or experiences that actually help move business forward?

From memorable moments to meaningful momentum

Experiential Account-Based Marketing (ABM) isn’t about putting on more events. It’s about making the moments that matter really count. That starts with understanding who you need to influence, what needs to change in the relationship and how a face-to-face experience could help make that happen.

It’s also about using AI in the right places. Technology can help us understand customers better, spot opportunities and prepare more effectively. But the conversations that build confidence, challenge thinking and create real commitment still need a human touch.

And perhaps most importantly, it’s about what happens next. Because even the best experience means little if the insights, conversations and connections don’t lead anywhere.

A practical guide to making every experience count

Our new Experiential ABM: The human advantage in an AI-powered world playbook brings together JPC’s experience of working on complex enterprise deals with insights from senior B2B sales and marketing leaders.

It explores three key areas:

Intent: Start with the relationship you want to build, not the event you want to run.
Experience: Use AI to make human interactions better, not replace them.
Momentum: Turn what you learn from every experience into stronger relationships and real commercial progress.

With practical advice, real-world examples and useful frameworks, it’s designed to help sales, marketing and ABM teams get more value from the experiences they create.

Because a great event shouldn’t be the end of the conversation. It should be the start of something bigger.