Turning heads with a not-so-B2B brand showcase
How do you create a B2B event that turns attendees into fans? Sometimes all it takes is an approach that’s a little less B2B. Partnered with MOI, Zendesk Showcase became more than just another B2B event. It became an unforgettable, premium networking experience.
The not-so-B2B high spot: A fun, dynamic, Fringe Festival-esque B2B experience
The context
Nowadays, B2B events can feel awfully repetitive. Attendees know exactly what to expect – and that can make genuine engagement, connections and networking seem more like a chore than an enjoyable and memorable experience. So with Zendesk’s flagship UK event rapidly approaching, they knew they wanted their Showcase to be bigger, better and braver than in previous years.
The challenge
Zendesk Showcase is all about connecting with customers, allowing them to connect with each other, and spotlighting Zendesk’s role in helping businesses unlock the power of AI in customer interactions. But if they wanted to stand out in a sea of repetitive B2B experiences, they knew they needed to do something totally different. So they enlisted the help of MOI to bring their upcoming Showcase to life, with just 12 weeks until the Big Day.
The solution
The brief was clear: fun, educational, and unforgettable. So, taking inspiration from the Edinburgh Fringe Festival, MOI orchestrated a vibrant, dynamic event that gave customers space to interact, network and explore the essence of the Zendesk brand. With an anthemic main stage, distinctly different breakout zones, engaging partner pop-ups and space for relaxed socializing and networking, Showcase London felt less like a B2B event, and more like a premium consumer experience.
The results
With a fresh, dynamic and not-so-B2B approach, Zendesk Showcase 2024 was a raging success. With 557 registrations for the event, and 388 attendees, customers were able to network and engage with the Zendesk brand in a relaxed, informal and personalized way.
And the business impact post-event was equally impressive. Generating 200% YoY growth, Zendesk experienced first-hand the impact of a bolder, braver approach to B2B that put customers front-and-center of the brand experience.
“We wanted to elevate this brand moment and appreciate all the great collaboration between you and the brand team that enabled us to make that experience a reality. We’re excited about Showcase 2025 already!”
Zendesk
