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, visiting a museum, or staying in a hotel — maybe going to a concert or another one-off showcase like Comic-Con or the World Cup. It’s here that we find the intersection of the B2B and B2C worlds. Think conferences or perhaps even running your 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 cohost Angelina Gennis sat down with Tavar James, Forrester’s VP of 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 The Seven Steps Of Highly Effective Journey Mapping: Playbook And Templates, we break down the act of journey mapping into three broad phases:

  1. Frame the effort.
  2. Create the journey map.
  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 question of why people should attend, and developing engagement strategies as you put into executing the in-person experience and 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.