Event Marketer Summer 2023 - 88

BEST USE OF TECHNOLOGY
(B-TO-B)
EX AWARD WINNER
CAMPAIGN: B2Believe Conference
CLIENT: LinkedIn
PARTNER: Tool
LinkedIn's inaugural B2Believe Conference
was an invite-only, two-day IRL and virtual
experience for thousands of the most
impactful b-to-b marketers and senior-level
executives.
Held at Pier 27 in San Francisco, the
LinkedIn team transformed the space to
accommodate interactive installations,
keynotes, breakouts, parties and networking.
A main stage featuring a custom-built
oversized screen, stretching the width of
the conference space, allowed B2Believe to
share larger-than-life content that reinforced
the inspiring messaging of the keynotes
and conversations. Large-scale collaborative
installations were designed to " unlock " the
creativity within attendees. For example, an
interactive LED graffiti wall allowed attendees
to collectively transform creative that began
as boring and transformed into something
beautiful and expressive.
The team utilized HTC Vive Pro 2 headsets
and base stations together with five Vive
3.0 trackers to create a technical setup that
integrated with custom developed software
built in Unity. For a realistic feel of painting,
the team developed custom-made hardware
to mount onto the trackers, paintbrushes,
markers, paint buckets and paint rollers.
Each paint tool had the ability to start and
stop drawing, switch colors and control the
thickness of their strokes based on attendees'
distance from the wall.
LinkedIn's primary goals were to foster
a creative community for b-to-b marketers,
inspire them to " think bigger and bolder, "
and to educate the b-to-b industry on what's
possible and how to leverage and achieve
value from advertising on the network. Thanks
to experiential moments like the custom
graffiti wall, in-person attendance goals
exceeded expectations, and there was a strong
61-percent show rate for those who registered.
The event garnered an NPS score of 68, which
well exceeded the median industry standard.
The event also drove conversation onplatform
as attendees shared their excitement
for the b-to-b space and key event takeaways.
Said one attendee, " B2Believe was a
masterclass in branding, both in the production
and conversations at the event. " And another,
" This conference had the most diverse group of
speakers than any marketing conference I've
ever attended. Also, content was informative,
compelling and inspiring. I wish I had more of
my team with me. " And we believe it.
88
EVENT MARKETER SUMMER 2023
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Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
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