Why Events Still Matter in a Digitised B2B World and What PR Has to Do With It
In a world where marketing budgets increasingly prioritise digital tools and performance metrics, it’s easy to assume events have lost their shine. But for B2B brands aiming to build credibility, deepen trust, and create lasting impressions, events remain a high-impact strategy — especially when paired with PR that extends their visibility and value beyond the room.
In the UAE alone, the events industry was valued at over USD 12 billion in 2024, reflecting sustained demand across conferences, exhibitions, and business gatherings. Dubai secured 437 global business events in 2024 — a 20% increase from the previous year — highlighting that face-to-face engagement remains a strategic priority, particularly in this region.”
Human Connection Still Drives Business
Digital campaigns can drive clicks, but real conversations build commitment. Small, hosted in-person events are now the fastest-growing event type in B2B marketing, with 58% of marketers planning to increase their investment in them. These formats allow for more targeted relationship-building, tailored discussions, and trust — the kind that can’t be downloaded or streamed.
Events Are Positioning Opportunities in Disguise
Events continue to be one of the most powerful tools for building brand authority and visibility. In fact, 83% of marketers say events are essential for driving business growth, with 77% naming them their most effective marketing channel. Whether it’s speaking on stage, leading a workshop, or hosting a private roundtable, events offer a unique chance to demonstrate — not just talk about — your brand’s value.
PR Makes It All Count
Attending or hosting an event is just the beginning — real value comes from what you do with it. Strategic PR ensures that your presence goes far beyond the venue. With the right support, a single event can be transformed into compelling media coverage, thought leadership content, social proof, and lasting brand equity.
Notably, 74% of B2B event organisers report positive ROI within six months — a number that rises when events are amplified through earned media and strong storytelling. PR helps extend the life and reach of your event by driving visibility, shaping perception, and creating content that continues to deliver value long after the event wraps. In today’s performance-driven landscape, PR doesn’t just support events — it multiplies their impact.
B2B Needs Both Digital and Physical — And a Bridge Between Them
A digital-first approach delivers scale and efficiency, but it doesn’t replace the power of presence. Events offer a rare opportunity for brands to make a tangible impression — to be experienced, not just perceived. When PR teams are embedded in the planning, execution, and follow-up phases, every panel, quote, or product reveal becomes part of a broader narrative that supports long-term goals.
The narrative that “everything is digital now” overlooks one core truth: B2B decisions are still made by people — and people connect better in person. Events deliver those connections. PR ensures they last longer, reach further, and support something bigger than the moment itself.
Ready to spark lasting impressions at your next event? Email us at [email protected].
