A new era of engagement
In a digital-first world, where inboxes are flooded and attention spans are fleeting, it’s the most human experiences that are leaving the biggest impression and B2B brands are finally taking notice.
2025 marks a turning point. Experiential marketing, once seen as the territory of flashy B2C campaigns, is now evolving into a powerful B2B differentiator. The rules are changing: buyers don’t just want information, they want immersion, personalisation and connection.
Today’s B2B marketing leaders are embracing experiential tactics that drive not just engagement, but genuine emotional resonance. And the results speak for themselves.
In this blog, we’ll explore:
- Why experiential is making a comeback – with the data to prove it.
- The top trends shaping the B2B event space.
- How to create experiences that deliver measurable results.
- How you can benchmark and elevate your own brand experience.
Why now? The data behind the resurgence
Experiential is no longer a ‘nice-to-have’ – it’s a smart, ROI-driven investment. The numbers show this unstoppable momentum:
- In-person events are considered critical by 87% of B2B marketers.
- 74% of Fortune 1000 marketers are increasing their spend on experiential marketing.
- $38 billion is projected to be spent on B2B experiential marketing in 2025, an 11% year-over-year growth.
- 55% of B2B marketers plan to run more events in 2025 than they did in 2024.
- In-person events are now the top marketing strategy for 60% of B2B brands.
- The event marketing industry is projected to reach $36.31 billion by 2026.
Stats like these send a clear, indisputable message – for smart brands, experiential is no longer optional. In fact, it’s the most direct path to deeper engagement, stronger loyalty and greater business impact.
Emerging trends redefining the B2B event space
Today’s B2B events look nothing like the trade shows of old. They’re smarter, more immersive, and more attuned to what audiences value most. Here’s how future-ready brands are evolving their approach:
- Immersive technologies: AR and VR are bringing products and solutions to life – with virtual walkthroughs, interactive demos and rich storytelling.
- Data-driven personalisation: Smart analytics are creating customised journeys that feel tailored, relevant, and personal.
- Sustainability as strategy: Eco-conscious event design is more than a CSR move – it’s a brand expectation among clients and stakeholders.
- Hybrid experiences: The smartest brands are blending the physical and the digital, extending their reach while keeping real-world connection at the core.
65% of B2B marketers believe events generate the most qualified leads, often through tailored content.
In 2025, experiential is where technology, personalisation and purpose converge to deliver standout B2B brand moments. A significant 84% of event attendees say live events improve their understanding of a product or service.
What does an effective B2B event experience look like?
It doesn’t begin when your guests arrive, and it certainly doesn’t end when they leave. The most powerful experiences are part of a seamlessly connected customer journey, across six key stages.
At JPC, we can help you create the ideal connected experiential journey – where and how brands can capture attention, build trust and drive action at every step. We’ve finessed this approach through our collaborations with businesses like BT across their global customer experience centres and for AWS and JMA – elevating their presence at events like MWC from traditional stands to immersive experiences, helping them to design smarter journeys that lead to stronger relationships and greater ROI.
At MWC 2023 we helped AWS generate 1,572 net new leads over 3 days, and we also helped JMA deliver an ROI which exceeded all their previous MWC events.
Real business impact
Experiential marketing isn’t just about the buzz – it’s also about very tangible, bottom-line results. Brands that embrace in-person experiences are seeing measured increases in customer loyalty, sales conversions and brand advocacy. In short: great experiences don’t just feel good – they fuel growth.
66% of consumers say they’re more likely to make a purchase after a meaningful live interaction.
Become part of the action
In 2025, success isn’t about shouting louder – it’s about deeper connections. The brands that are thriving today aren’t the ones making the most noise; they’re the ones inviting their audiences into their story. They’re building loyalty through experiences that make people feel seen, valued and inspired. Static content is being replaced by dynamic connection.
Are you ready to embrace experiential? If you’re planning your next big event or customer experience centre, it’s time to rethink every touchpoint through an experiential lens.
Benchmark your brand experience
Not sure how your event presence stacks up? That’s where we come in. JPC’s experiential marketing specialists offer a free benchmarking service to help you assess your brand experience.
We’ll provide:
- Tangible, practical and actionable ideas to benchmark your past and future events – ideas that help you turn more heads, drive deeper engagement, and maximise your ROI.
- A half day of free consultancy to turn insights into action.
If you’re ready to elevate your impact and make every second count, contact Jemma Clark, our Head of Client Operations, to set up a call and see how JPC can help you transform your experiential marketing strategy.
