Roar B2B Expo London 2022 — Are In-Person Events Still Worth It?

Oneflow team at the Expo (permission from team)

Remember when the internet was convinced no one would want to go to in-person events anymore?

The internet was wrong. I know. Shocking isn’t it?

I went to my first big post-pandemic expo in London on November 22nd organized by Roar B2B. 6000 others joined me.

It was a 3-for-1 deal with the B2B Marketing Expo, Sales Innovation Expo, and Marketing Technology Expo all in one place.

I was an anomaly at the event because I wasn’t interested in changing my tech stack. I wanted to learn whether these events were good value for businesses. I advise several startups so was on a research mission and covered the event for Entrepreneur’s Handbook.

Here’s what I learned.

Wallflowers lose

I’m a simple person. If you have candy at your stall, I’ll come to say hi and hear you out. Lots of startups used this simple technique to good effect but others went a step beyond.

Oneflow had a magician which confused me at first but it makes sense when their slogan is “Less contract admin. More contract magic.” When most companies attack you with a sales pitch, it’s a relief to be entertained instead.

Digital Marketing Manager Arun Kumar revealed the tactic worked well and they found many warm leads at the event.

Jiminny, a conversation intelligence platform that coaches salespeople to make better pitches, went for a different strategy to make a splash. Their Event Marketing Exec Megan Harber told me it was their first major event and they wanted to stand out. Their bright pink huge stand definitely did that. It’s why they are in this article.

For Jiminny, the aim wasn’t to make sales straight away but to trigger enough interest for people to book calls to learn more. Judging by how busy their stand was, it seemed to work too.

Prove your people

I’ve heard a million leaders say they have the best people but then they hide them away.

Kelly Walters is a Senior Marketing Manager at Salesloft who identify as the most comprehensive sales engagement platform in the world. She shared with me how…