In 2026, a third of consumers will opt for offline (over online) brand experiences.

That’s a call we made recently in our Predictions 2026: Consumers report. The craving for connection, something physical, maybe something that feels “real” isn’t just limited to the consumer world. B2B events are undergoing a similar renaissance and reinvention as we look for something different, a more meaningful connection in the post pandemic, AI-infused world.

When we think of physical CX, we might think of the in-store experience, perhaps visiting a museum, or staying in a hotel. Or perhaps, going to a concert or another one-off showcase, like Comicon, or the World Cup. Its here that we find the intersection of the B2B and B2C worlds. Think conferences, or perhaps even running our own CX Day inside your organization. Events offer unmatched opportunities to build trust, deepen relationships, and create memorable brand moments.

How Events Accelerate CX Impact

In a recent CX Cast episode, myself and co-host Angelina Gennis sat down with Tavar James, Forrester’s VP Global Events. He shared guidance on how organizations can design events that strengthen customer experience and extend value beyond the moment. We talked about how CX leaders can learn from B2B events pros to:

  • Design your events to both share content, and create lasting connections. Events remain one of the most effective CX touchpoints for creating authentic, relationship‑driven engagement. Customers derive clarity, confidence, and connection from face‑to‑face interactions. These outcomes are harder to achieve online. By prioritizing high‑quality in‑person moments, brands can reinforce credibility and forge the emotional connections that drive loyalty.
  • Anchor your events in clear objectives. Strong production values, compelling keynotes, and consistent brand execution establish authority and set the tone for deeper engagement. Once you establish your brand and message foundation, layer more targeted content that speaks directly to customer needs, roles, stakeholder personas and use cases.
  • Extend engagement with a structured nurture program. Don’t treat an event as a standalone moment. Instead, it should spark an ongoing journey. Post‑event actions, like webinars, curated on‑demand libraries, thought leadership, and follow‑up conversations, sustain momentum and help attendees convert inspiration into action.

Your Event Is Step Two Out Of A Three Step Process

In our Seven Steps of Journey Mapping playbook we break down the act of journey mapping into three broad phases:

  1. Frame the effort.
  2. Map the journey.
  3. Ensure gains.

Treat events, like running a CX Day, in the same way. Put as much, if not more effort into planning the engagement, framing the why attend, developing engagement strategies, as you put into executing the in-person experience on the day, and as you put into ongoing engagement. An event isn’t just a one-off moment, it’s a point in an ongoing engagement plan.

Listen to our CX Cast with Tavar to learn more about how CX leaders can create meaningful, lasting connections that drive both customer value and business outcomes.