Consumerization: It’s a Thing

SXSW. Burning Man. Coachella. The world of consumer events is impacting B2B events like nothing has in decades—as marketers of business-to-business events recast and reimagine their meetings and conferences to be more like B2C experiences.


Sparks partnered with Event Marketer to conduct a historic new study focused on the emerging “consumerization” of B2B events.

We surveyed 300+ brands and 275+ attendees across industries to discover how brands are redesigning their events to connect with a new breed of B2B attendees, and how attendees themselves want to see business events evolve.


First presented at Event Marketer Summit 2019, this groundbreaking research is now available for download.