In-Person Events: Everything You Need To Know

While digital and hybrid formats have opened exciting new avenues for engagement, in-person gatherings create opportunities that can only happen face-to-face—like experiencing hands-on product demonstrations or building trust through real-world interactions. It's no wonder 86.4% of B2B marketers* maintained or increased their number of in-person events in 2024. 

However, in-person events come with their own set of challenges. Marketers often struggle with juggling high costs, coordinating logistics for venues and attendees, and ensuring that events deliver measurable ROI. Add in the complexity of finding the right audience and keeping them engaged, and the pressure can feel overwhelming. How do you make sure your event not only runs smoothly but also stands out in a crowded field?

In this guide, we’ll explore why in-person events matter, how to plan and execute them effectively, and what it takes to make your event stand out. Whether you’re hosting a conference, a workshop, or a product launch, this article will help you create impactful experiences that leave a lasting impression.

*Emarketer. Top trends and tactics in-person events. 2024 

Why in-person events matter

B2B in-person events have a way of creating real, lasting connections that virtual ones can’t always deliver. Whether it’s a product launch where attendees can try things out for themselves or a networking event that sparks genuine conversations, these moments stick. In fact, 85% of consumers say they’re more likely to make a purchase after attending a live event.

Think about it—getting face-to-face with potential customers or partners builds trust in a lasting way. And it’s not just about selling; events like workshops or conferences let people actively engage, share ideas, and feel part of something bigger.

If your goal is to make an impression, drive decisions, or create a loyal following, in-person events are still one of the most effective ways to do it. 

If you're using Reach, you can ensure these events are well-attended by delivering curated audiences, simplifying the attendee journey, and ensuring marketers maximize every dollar spent.

💡Discover how ThoughtSpot generated $1M in event revenue and increased registrations by 75% with Reach.

What's the difference between in-person and virtual events?

B2B meetings come in many forms, from fully in-person to hybrid or entirely virtual. Each approach has its strengths and limitations, which we break down below.

In-person events

Pros: 

• Builds personal connections and trust
• Offers immersive experiences (e.g., live product demos)
• High-quality networking opportunities
• Greater emotional impact

Cons:

• Higher costs (venue, catering, staffing)
• Limited scalability compared to virtual events
• Travel requirements can be a barrier for some attendees

Virtual events

Pros:

• Wider audience reach with minimal geographical limitations
• Lower cost to host and attend
• Convenient for attendees

Cons:

• Limited networking opportunities compared to in-person events
• Lower attendee engagement levels
• Increased risk of technical issues

Hybrid events

Pros:

• Combines the best of both in-person and virtual formats
• Flexible for attendees who can't attend in person
• Can scale audience size without losing physical event impact

Cons:

• Requires significant tech infrastructure and coordination
• Can dilute focus if poorly executed
• Budget considerations for running both formats simultaneously

8 Key factors to consider when planning your in-person event

Success begins with detailed preparation. Keep these factors in mind to ensure your event runs smoothly and meets your business objectives.

1. Get clear on your event goals

Start by asking two key questions: Who is your audience, and what do you want to achieve? Are you looking to generate leads, launch a product, or strengthen relationships with existing customers? Your goals will guide every decision, from the content you offer to how you measure success.

For example, if your goal is event audience acquisition, focus on tactics like targeted outreach campaigns, partnering with influencers or industry associations, and leveraging platforms like Reach to ensure your event reaches the right attendees, every time. 

2. Define your budget needs

Costs can add up fast, so it’s important to plan your budget early and break it down into categories:

• Venue: Will it accommodate your audience size and tech needs?
• Catering: Does it align with your attendees’ preferences? Think coffee carts or buffet stations for informal settings.
• Staffing: From registration teams to event coordinators, make sure you’re covered.
• Extras: Include costs for branded swag, afterparties, or custom experiences like photo booths.

For instance, a SaaS company hosting a customer workshop might create an immersive experience by setting up branded demo stations and hiring a professional barista for coffee breaks. These small touches can enhance attendee experience while staying within budget.

3. Create timelines and milestones

Reverse-engineer your timeline from the event date, setting clear milestones for every major task:

• Venue booked: 6 months in advance
• Speakers confirmed: 4 months in advance
• Marketing campaigns launched: 3 months in advance
• Onsite logistics finalized: 2 weeks before the event

Pro tip: Use project management tools like Asana or Monday.com to assign deadlines and keep your team aligned. For example, a global tech conference might track their milestones with a shared Gantt chart, ensuring no detail is overlooked.

4. Find the perfect onsite venue

Your venue sets the tone for the entire event, so choose one that aligns with your audience and event goals. Start by thinking about size, location, and amenities:

• Accessibility: Is the venue easy for attendees to reach? Consider proximity to airports, public transportation, and hotels if you expect out-of-town guests.
• Capacity: Make sure the space can comfortably hold your audience without feeling cramped or overly empty.
• Amenities: Does the venue offer what you need, like breakout rooms, reliable Wi-Fi, AV equipment, or on-site catering?
• Atmosphere: Think about the impression the space will leave. A sleek conference center might work for a corporate summit, while a more creative setting like an art gallery could suit a product launch or workshop.

5. Leverage tech 

Technology is your best ally when it comes to streamlining your event and creating a memorable experience for attendees. From planning to execution, the right tools can help you save time, reduce stress, and deliver results. Here are some key areas where tech can make a difference:

Audience acquisition

Platforms like Reach simplify the process of finding and engaging the right attendees for your event. Reach uses data-driven targeting to identify your ideal audience and handles outreach to drive registrations, ensuring your event is filled with participants who genuinely align with your goals.

Registration management

Use tools to automate the sign-up process, collect attendee data, and provide seamless ticketing. For example, integrating a registration platform with your CRM lets you track attendance and follow up post-event with personalized messages.

Communication and reminders

Keep attendees informed with real-time updates, session reminders, and schedule changes via event apps or email campaigns. A tool like Reach can help you automate and personalize these communications to maintain engagement from registration to post-event.

Lead capture

Equip your team with apps or scanners to capture attendee information during the event, whether it’s at a booth or through session participation. This data can be seamlessly integrated into your CRM for post-event follow-up.

Engagement tools

Keep the energy high with interactive tools like live polls, Q&A sessions, or gamification elements, all of which can be run via event apps or live streaming platforms.

6. Organize engaging content and high-quality speakers

The content and speakers at your event are what attendees will remember most, so it’s essential to get them right. Start by understanding your audience’s challenges and goals to shape topics that resonate. Consider a mix of formats, like keynotes, panels, and workshops, to keep things dynamic and engaging.

When selecting speakers, prioritize those with credibility and industry relevance who can offer actionable insights. High-quality speakers, whether they’re thought leaders, practitioners, or clients with compelling success stories, can make a significant impact. Prepare them with clear expectations and ensure they incorporate real-world examples or case studies to make their talks relatable and memorable.

7. Create an easy registration process

A clunky registration process can turn attendees away before your event even starts. Ensure your form is:

• Mobile-friendly
• Short and intuitive (no unnecessary fields)
• Integrated with email confirmations and reminders

For example, a healthcare SaaS company might use a one-click registration form tied to its event app. This way, attendees can register in under 2 minutes and instantly access session details and event updates.

8. Measure for success

Set KPIs to track your event’s impact and ensure your efforts align with your goals. For example, you might measure:

• Attendance rates to evaluate how well your audience acquisition strategies worked
• Leads generated or qualified to determine the event’s contribution to your pipeline
• Social media mentions, shares, and engagement to gauge online buzz and reach
• Post-event survey feedback to understand what attendees valued most and where you can improve

You might also want to track longer-term outcomes, like how many attendees convert into leads, demos, or deals within 30 or 60 days post-event. 

Use tools like your CRM or registration platform to analyze data and see which parts of the event drove the most engagement or conversions. For example, tracking which session or booth interactions led to follow-ups can provide insights into what resonated most with your audience.

In-Person event examples

B2B companies often use in-person events to achieve different objectives, from networking to product launches. Here are some examples of event types and what leading companies have done to make them stand out.

Salesforce's Dreamforce Conference

Salesforce’s annual Dreamforce event is a premier example of a large-scale B2B conference. It combines keynote sessions from global leaders, breakout workshops tailored to specific industries, and an expo featuring partners and product demos. 

By creating a community-focused experience with networking lounges, live entertainment, and even philanthropic opportunities, Dreamforce attracts thousands of attendees every year, cementing its place as a must-attend event for tech and sales professionals.

HubSpot's Inbound Seminar

HubSpot’s Inbound seminar offers a more focused experience compared to a large conference. With sessions centered on marketing, sales, and customer success, it provides actionable insights for small to medium-sized businesses. By inviting expert speakers, including industry leaders and HubSpot customers, the event strikes the right balance between thought leadership and practical application. The intimate setting allows for meaningful interactions and hands-on learning.

LinkedIn’s Talent Connect Networking Event

LinkedIn’s Talent Connect is a standout example of a successful networking event. Focused on HR and recruiting professionals, the event creates opportunities for attendees to connect over shared challenges and goals. Structured networking sessions, combined with casual happy hours and industry-specific roundtables, foster an environment where meaningful relationships are built. LinkedIn also integrates live feedback tools to spark organic discussions among attendees.

Apple’s Product Launch Event

Apple’s in-person product launch events have set the standard for unveiling new technology. With their signature blend of suspense, slick presentations, and hands-on product demos, these events create massive buzz both on-site and online. 

For example, the launch of the iPhone X showcased live demonstrations of new features like Face ID, with attendees—including press and industry influencers—getting exclusive access to test the product firsthand. This mix of in-person engagement and global reach drives anticipation and builds momentum for Apple’s products.

Google’s Digital Garage Workshop

Google’s Digital Garage workshops provide hands-on learning opportunities for small business owners and marketers. Covering topics like digital marketing, analytics, and website optimization, these workshops are designed to be interactive and practical. Attendees leave with actionable skills, and Google strengthens its brand as an enabler of growth for businesses of all sizes.

CES Trade Show

The Consumer Electronics Show (CES) in Las Vegas is a prime example of a large-scale B2B trade show. Featuring hundreds of exhibitors, from startups to established giants like Samsung and Sony, CES allows companies to showcase their latest innovations to a global audience. Live demos, interactive exhibits, and networking lounges make it a hub for building partnerships and gaining media attention.

Tips for running a successful in-person event

Running an in-person event requires careful planning, but it’s the execution that truly makes it memorable. These tips will help you create a seamless experience while ensuring your efforts deliver measurable results.

Create a seamless check-in process 

First impressions matter, and a smooth check-in process sets the tone for the entire event. Use tools like QR code scanners or self-check-in kiosks to reduce wait times and minimize frustration. 

Pair this with pre-event communications through platforms like Reach, ensuring attendees have everything they need before they even arrive. Automated reminders and mobile passes are simple ways to make check-in faster and stress-free.

Use lead capture tools

Track attendee interactions, such as booth visits or session participation, to build detailed profiles for post-event follow-ups.

Use gamification to your advantage

Interactive elements like live polls, scavenger hunts, or gamified networking challenges can make your event more engaging. 

For instance, you could create a leaderboard for attendees who visit the most booths or participate in breakout sessions. Tools like Mentimeter or Slido make it easy to introduce gamification, while Reach can help you get people to sign up for in-person events or other demand-gen campaigns.

Live-stream your event

Expand your reach by live-streaming key sessions for remote participants. Help ensure virtual attendees stay engaged with real-time polls, Q&As, and post-event materials. Hybrid formats not only increase attendance but also give you valuable data on how both in-person and virtual audiences interact with your content.

Or, create an on-demand webinar using a tool like Demio to repurpose your event content for future audiences. This extends the life of your event and allows you to reach leads who may not have been able to attend live, offering them value on their schedule.

Gather feedback from attendees

Feedback is crucial for improving future events. Send out post-event surveys within 24–48 hours while the experience is still fresh. Automate feedback collection and segment responses by attendee type, such as new leads versus existing customers. Ask questions about the content, speakers, and overall experience to uncover actionable insights.

Host unforgettable in-person events

The potential of in-person events lies in their ability to foster deep connections, drive meaningful engagement, and deliver measurable ROI. By planning with clear objectives, leveraging the right tools, and focusing on attendee experience, your events can stand out and create lasting impressions.

Platforms like Reach simplify the attendee acquisition process, ensuring your hard work pays off with the right audience in the room. Start planning today to deliver an event that not only meets but exceeds your goals.

Frequently asked questions about in-person events

What are some in-person event engagement ideas? 

Event planners and marketers can use live polls, gamification, and Q&As to enhance the event experience. Mobile event apps streamline networking and boost face interactions.

What are examples of in-person events? 

Common event formats include conferences, product launches, and trade shows. Event planners often choose formats based on their target audience and goals.

What's an example of a good in-person event attendance rate?

A successful event sees 60-70% attendance. Event organizers can use event technology like mobile apps and badge printing to improve turnout and experience.