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B2B companies increase use of in-person events for marketing
B2B companies are increasingly integrating in-person experiences into their communication and marketing strategies to foster relationships and build trust. According to a 2025 market survey by Bizzabo, in-person meetings remain a highly relevant channel for organizers due to their ability to facilitate networking and opportunity generation.
The Freeman Trust Report suggests that live events help strengthen brand perception and trust, particularly as skepticism toward digital messaging grows. In Brazil, this trend is visible through brand activations at sporting and cultural events.
As an example, the engineering and technology company LUZA Group has announced its participation in the Porsche Cup stage at the Interlagos racetrack, scheduled for September 4–6, 2026. The company intends to use the event as a branding platform to connect with stakeholders in an environment associated with innovation and high performance.
Entities
Bizzabo · Interlagos · LUZA Group · Porsche Cup · Tiago Monteiro
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 3 SOURCES] The Freeman Trust Report links live events to increased brand perception and trust amid digital skepticism. valor.globo.com · leianoticias.com.br · revistaempreende.com.br
- [● 3 SOURCES] A Porsche Cup event is scheduled to take place at the Interlagos racetrack from September 4 to 6, 2026. valor.globo.com · leianoticias.com.br · revistaempreende.com.br
- [● 3 SOURCES] A Bizzabo survey identifies in-person meetings as highly relevant channels for 2025 due to networking and opportunity generation. valor.globo.com · leianoticias.com.br · revistaempreende.com.br
- [● 3 SOURCES] LUZA Group, an engineering and technology firm, will participate in the Porsche Cup event at Interlagos. valor.globo.com · leianoticias.com.br · revistaempreende.com.br