B2B Events: What to Start, Stop, and Scale in 2027

You’re deep in 2027 planning mode, and events are probably high on your list. Many marketers keep telling us they’re doubling down on IRL connection next year.

So we’re asking eight pro B2B marketers who ran events in 2026 – what worked, what flopped, and what they’ll try next year. We’ll cover in-person, virtual, and hybrid events, and talk about:

• How they designed their booth and booked meetings
• How they measured success
• Their big bet for 2027
• One thing they’re changing from 2026

In our signature blitz format, speakers go head to head in two groups of four, with two minutes each to state their case. Our live audience votes to send the winner from each group to the finals, where they get four minutes to go deeper into their play.

Bring your questions. Leave with event inspiration for 2027.

Your Hosts

Host

Dave Gerhardt

Founder

Exit Five

Host

Dasha Shakov

VP of Marketing

Proton.ai

Speakers

Rosie De La Cruz

Experiential Marketing Leader

Customer.io

Liz (Spektor) Yoselowitz

CMO

Brainlabs

Nick Bennett

Marketer

NB Marketing

Holly Enneking

VP of Marketing

Markup AI

Whitney McDonald

Events

Capsule

Katie Ray

Founder

Outpost Event Co

Kaitlyn Smith

Head of Marketing

Keelvar

Mustafa Khan

Head of Events

Clay