Brought to you by the editors of Event Marketer magazine, this collection of case studies offers in-depth overviews of 100 of the best b-to-b event strategies, campaigns and programs being executed by the industry’s brightest leaders and most innovative brands and agencies. Campaigns featured in the book include more than 80 top brands and span more than 10 unique event types across b-to-b event categories. Readers and practitioners of live engagement marketing will walk away with a full primer on the best practices, insights and tools they need to leverage the power and promise of conferences, user events and meetings to do their jobs better and elevate their craft. It’s pretty hard these days to tell the difference between a business event and a consumer event. And we think that’s a good thing. Customers and prospects are, at the end of the day, just consumers in a business context. And more and more, b-to-b marketers have been acknowledging that fact by taking what were once predictable conference, meeting and trade show experiences and busting them out of their “been-there-done-that” boxes. In this collection of the Best B-to-B Events, we have compiled 100 of the industry’s most innovative business event programs. From fresh ideas that had never been done before to unique takes on a traditional sit-down conference, to boundary-pushing activations of digital and live elements to highly-measurable strategies that produced impressive ROI, each example in this book is reflective of the best the industry has to offer—and the magic its capable of creating. Includes: mobile tours, live + digital, sales/dealer events, internal meetings, customer/user events, press/analyst events, virtual events, pop-ups, trade shows and sponsorships. Brands featured include: Adobe, American Express, Audi, Cisco, Microsoft, SAP, Starbucks, Toyota, Virgin, Volkswagen, Walmart and more than 70 others.