Written by: Vickie Sullivan  |  June 10, 2025

Why Your B2B Event Speaker Strategy Needs a Fresh Approach

In-person events are booming again, especially in the B2B space. According to Bizzabo’s 2025 State of Events and Industry Benchmarks report (registration required), more companies are investing in live experiences. But that doesn’t mean it’s business as usual for speakers. Changing attendee expectations are reshaping what works on stage, making it essential to rethink your B2B event speaker strategy.

The report focuses on event-based marketing in the B2B space, not your typical industry association conferences. These events are packed with decision-makers and budget holders, making them a high-value stage for both paid speakers and those looking to expand their reach. But capitalizing on this opportunity requires a shift in your B2B event speaker strategy.

Here’s the good news: 53% of B2B event organizers have increased their budgets, and 66% plan to host more events this year. That should mean more speaking invitations—and higher fees—for those of us on the circuit, right? Not necessarily.

Adapting Your B2B Event Speaker Strategy to Match New Expectations

More than half of B2B professionals—54%—say they plan to attend more events this year than in 2024. But what they’re looking for has changed. The focus has shifted away from general education and toward learning about specific products, services, and solutions. Attendees now prioritize immersive experiences with built-in downtime, pushing traditional educational content to webinars. For speakers, this shift means rethinking how you deliver value—and how you shape our B2B event speaker strategy to match.

All is not lost, though. The core goal of today’s B2B events isn’t just education—it’s pipeline growth. And the secret to that is community building. Speakers who align their pitch with this objective—helping foster meaningful conversations and connections—will have the edge. Adapting your B2B event speaker strategy to support these goals makes you far more valuable to event organizers.

These findings point to a broader shift: at today’s B2B events, connection now outweighs content. If you haven’t already, it’s time to evolve your approach—from delivering education to creating shared moments and memorable experiences. That’s the future of a successful B2B event speaker strategy.

Now Read This:

• 3 Event Marketing Changes That Impact Speakers
• Profitable Positioning for Professional Speakers

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