Events and exhibitions can take up a large percentage of marketing and/or sales budgets. But are they worth it for B2B companies? Keep reading to find out!
At ExtraDigital, we specialise in helping B2B businesses grow their databases and meet sales goals through digital marketing. While our management of online advertising strategies can achieve plenty of lead-generation goals, we always recommend that our clients visit local networking events.
Here is why….
Build Trust & Community
Obviously, by exhibiting at an event, you intend to network with people at the event, hopefully gaining some new customers or at least new contacts. Being there helps to build trust and credibility with other attendees.
However, most businesses do not consider how to make the most of the money they spend on an event. Why limit yourself to interacting only with other attendees when you can show the whole internet that you turned up?
Especially if you are participating in speaking opportunities – sharing this online can position your business as a thought leader in the industry.
The golden ticket? Ensure someone from your social media team is there to create all the content that can be shared on social media, driving conversations and positioning your brand as an involved business in the industry.
This helps build your online credibility, so when potential customers check out your profiles, they’re more likely to trust you and choose to work with you!

Boost Brand Awareness
Attending networking events and talking to other business professionals allows you to demonstrate your expertise in the industry and create relationships that will strengthen your presence in the market.
As you build these relationships, people become more aware of your brand and what they do.
Our pro tip is to connect with the people you meet on LinkedIn and get involved in conversations. The more you comment on their posts and pages, the bigger your reach will become.
Access to a Very Qualified Database
Exhibiting at a B2B event puts you in a position to interact directly with potential customers who already have an interest in what you offer and raises the opportunity to get as many contacts as possible!
Some events provide access to a database of attendees who’ve opted to share their information – make sure to check this option!
At the very least, get your phone out and ask to scan as many people’s QR codes as possible so you can add them to your database – don’t waste the opportunity to connect with such a highly engaged audience!
Who Attends Networking Events?
Size of Business
Networking events are for businesses across various industries, from established to startups.
Established brands attend these events to maintain their presence in the market, build partnerships, and stay informed about the latest trends. Startups use networking events to gain valuable exposure, make connections, and learn from more experienced players in the industry.
Types of Industries
Suppliers and manufacturers benefit from networking events, particularly in industries like retail and logistics. At these events, you can exhibit your product and demonstrate the quality and value it will bring to businesses.
Service providers, like marketing agencies and financial consultants, often attend to meet businesses that require their expertise. These events help them build valuable leads and establish lasting partnerships.
Whatever the sector, these events provide an ideal environment for businesses to make meaningful connections and explore new opportunities.
Who to Send From Your Team
You might be thinking: who would I send from my team? Some options might be:
- Sales Rep – to be able to sniff out opportunities and sell your business to the highest standard.
- Any online ‘thought leaders’ – do you have an employee who stands out online and will likely reach many people posting about their experience? Get them on the list!
- Social media exec – to capture the content.
Where Can I Find Relevant Events
A quick Google search can help discover various networking events tailored to your industry.

UK-Based Events
In the UK, major business hubs like London and Birmingham stand out as prime locations for networking events due to the wide range of companies across industries that are present there.
Venues such as ExCeL London and NEC Birmingham regularly host industry events that draw attendees from all over.
A popular event within the marketing industry is the ‘B2B Marketing Expo UK,’ which takes place multiple times a year and offers insights into lead generation, digital strategies, and more. Another popular event is the ‘Kent Construction EXPO,’ designed specifically for those in the construction industry.
International Events
Globally, well-known networking hubs such as New York, Singapore, and Dubai frequently host large-scale events that attract businesses worldwide.
Dubai is renowned for its industry-specific conferences and exhibitions, especially between October and March. These events offer excellent opportunities to connect with industry leaders, potential clients, and collaborators.
Upcoming events to look out for include ‘IFINEXPO Dubai—International Finance Expo 2025’ and ‘UK Construction Week’ in London, happening from 7-9th May.
Final Thoughts
As discussed, networking events are for businesses of all sizes and industries. They offer great opportunities to increase brand awareness and show the value of your product/service to those with a pre-existing interest, leading to high-quality leads.
They pose an even better ROI when you ensure the right people are sent to the event to get as many contacts as possible and shareable content for social media!
Do you have any questions? Talk to our B2B team today. We’d be happy to consult on the best events to attend and offer some tips on strategies around pre/post-event promotions to make the most of your investment.
Look at some of the recent design work we have done to support events attended by one of our clients in the B2B hospitality industry.



