Introducing the first summary of Momentum Worldwide’s B2B Pulse research, sharing insights on how brands can create human-centric experiences that drive impact and create unrivaled value.
We will help you move from B2B to B2H (business to person) and take your brand to the next level of development.
Momentum Worldwide shares with us the experience that the sales cycle and the number of decision makers will increase every day.
People want to better understand a brand’s values, ways of working, and collaboration styles; to balance good business sense with the feelings of a meaningful, long-term partnership.

Despite increasing customer demands for innovation, yet, too many conference, tradeshow, and hospitality approaches remain the same:
– Conference halls for official performances

– Exhibition halls

– Event planning and precise time management.

– The role of a gala dinner or buffet at an important event

– Entertainment numbers and musical arrangement

However, We Need New Insights To Drive New Impact!

Today, Business Events Do Not Treat Attendees As Humans…

Momentum Worldwide shares with us the latest research that shows that today’s business events treat invited guests not as humans, but as potential business partners.

Instead of focusing on human emotions and goodwill, the event is mostly overloaded with loud headlines, many technical and less interesting tasks. Which, obviously, does not make us loyal to the brand.
That’s why we need a new brand advantage that sets the stage for short, mid, and long-term change. A fresh approach that refocuses us all on what should be different. To generate interest in society – as a basis for new, real cooperation.

Let’s do B2B with a B2H mindset – That is, how to make business more human?

B2H (Business to Human) thinking creates human-centered business activation, where each person is a source of inspiration. Their personality and area of ​​interest help us create a product that is more alive, more real, more unconventional, more interesting and unique.

3 shifts are at the core of B2H experiences:
Selling” -> “Solving
Talking at” -> “Working with
Broad networking” -> “Intentional connection”

A survey of guests who attended the B2H event showed that:
71% would spend more time at an event
58% would attend more alike events
53% would have an improved opinion of the brand(s) tied to the event.
49% would have an easier time getting approval to attend
45% feel more trust and loyalty towards the brand

Let’s Recap!
Business events and activations fill all attendees with tension because they’re not treated as humans during these moments. Instead of struggling, a growing number of attendees will look to attend other experiences.
But, if we do B2B with a B2H mindset, we will create experiences that drive new impact and deliver more of the value brands need to grow.

What are some ways we can do this?
1. Focus on the factors that make the most sense for your brand and how you activate.
2, Prioritize the changes that will have the greatest impact on your audience and move you closer to your desired goal.
3. Determine a short-, mid- and long-term approach to implementation.

We help you learn more and master brand management in a new way!