How to Design B2B Events People Actually Want to Attend

​Let's be honest... most B2B events feel a bit hollow. The agenda looks fine, the room shows up and a week later nobody remembers what happened or why they were there.

​This session is for founders or marketing leaders who are running events, or whose teams are, and feel the difference between an event that fills itself and one they have to beg people to attend. The problem is usually the same: the event was designed backwards. Commercial KPI first, brand a distant second.

​Ainhoa Marzol runs Honest Marketers, the event-based B2B SaaS marketer community with almost 400 members across Barcelona, Munich, Berlin and Amsterdam. She'll walk through what changes when you build an event the other way around: brand first, format second. The questions you need to answer about your company before you pick a format, the decisions that follow once you do, and the calls that only make sense when the brand work is done. Who you exclude. How you design for the people in the room who aren't the loudest. How the same brand needs different formats in different cities.

​You won't get a checklist of best practices or another reminder to "make it memorable." Ainhoa will show the work: the brand calls behind Honest Marketers events across four cities and online. What worked, what didn't, and what she'd do differently.

​You'll leave with a framework for diagnosing your own event programme, a set of questions you can apply to whatever you're planning next, and a clearer view of why most B2B events feel hollow even when nothing technically went wrong.

​45-minute masterclass + Q&A. Max 30 attendees. Hosted on Google Meet, registration required to assure peer quality. Online, but designed to feel human.