What to do about the fabled 95% not in-market for your B2B service? [Video]

Events is the answer to an increasingly dehumanized B2B space argues Edward Low, CMO of We Are Group. The Drum’s B2B focus explores.

Trezona & Cash’s B2B bible, Humanising B2B, suggests that the dawn of Salesforce and the SaaS pipeline over two decades ago caused the death of the B2B salesperson. The industry’s obsession with attribution and big data was paid for in human relationships when the world moved very quickly towards martech stacks. Salesforce software was cheaper than people, and marketers could finally justify elements of their hard work through reporting. But this move dehumanized B2B and totally killed the B2B customer/supplier relationship.

The irony here is that if you fast forward to today, Salesforce delivers one of the most successful human engagement strategies on the planet in the shape of ‘Dreamforce’, its annual partner and client event that this year attracted a staggering 45,000 in-person attendees from 140 countries across 25,000 sq ft of meeting space. Even …

Tags Event Professionals, Event Strategy, Sponsorships