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Corporate Event Planning 101: Creating the perfect B2B Event

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This is part one of a seven-part blog series that will teach you to ideate, develop, execute, follow-up and measure your event from start to finish.

Corporate event planning is not as easy as it sounds. There’s a lot of effort that goes into creating a memorable experience. The event, essentially, should not only fulfill the business and financial purpose of the event but also influence attendees to come back for subsequent renditions. In this blog post, we take you through a few tips on creating and developing the perfect B2B event experience.

Establish purpose and objective

Events involve tremendous investments and investments need to show return. The first step of the process is giving your event purpose. Discuss with your team on what your event needs to fulfill in terms of financial, publicity and attendance objectives. Then convert these ideas into realistic, attainable, and actionable objectives. Center your event concept and your marketing strategy around these objectives to keep a track of what needs to be done to achieve them. Share these objectives with your team so that they can keep them in sight.

Do your research

The best way to avoid making mistakes is by learning from others. Brief your market research team to analyze similar events and report on what worked and what did not. Sieve through ideas and implement what worked. Also collect insights on concepts, activities, venues and dates to figure out how they can help you create your event.

Demographics and attendance

Now that you have done your research, it is time to start putting estimates together. You will need to intimately understand your audience. Start by defining your target audience as much as possible. Go into finer details. The better you define them, the better you can cater to them. Send out surveys if you must. The extra effort can go a long way in reeling in the appropriate audience.

Estimate the number of attendees you are aiming to bring in. Keep in mind venue capacities and any regulations that may apply. Once you have an estimate in mind, you can plan other aspects of your event like food and beverage, stalls, promotional activities and information desks.

Event concepts and dates

The planning stage is when every idea counts. Brainstorming is the best way to drive ideas. Create a list of themes that you think will suit your event. Account for the information that you have learned from the research phase and note down everything you conceptualize for your event. Understand that some of them may not make the cut, but do not dismiss ideas because you may never know what could prove useful.

After you find that your concept is taking considerable shape, fill in the finer details. Narrow down to possible dates for your event. You want to ensure the maximum possible attendances so avoid dates that have other events attached to them. Refer to the events calendar to get a more streamlined perspective. Last but not the least, make sure you check the weather forecast. You do not want a thunderstorm affecting your event. Create a ‘Plan B’ just in case you feel the weather might hamper your event.


Creating a B2B event is a colossal task. There are aspects that even a veteran event planner gets wrong. The tips and tricks that we discuss in this blog series will aim to take you through a structured method of creating an effective event experience. In the next part, we run you through the process of structuring an event budget.

For more information on B2B events and event marketing, visit the Jifflenow blog.


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