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The playbook for B2B event marketing is being rewritten.
Attendee acquisition and engagement strategies are being molded around peer advocacy programs built on trust. It’s all about driving real conversations, connections and credibility for your events through real people – your own audience.
According to Snöball’s Peer-to-Peer Event Marketing Benchmark 2024 report, peer-to-peer (P2P) marketing delivered one of the strongest results for events.
Nearly one-third of social shares and posts directly converted to registrations—making it a highly effective channel for event marketers.
As Kelly Hopping, CMO of DemandBase, says in the CMO Outlook Guide 2025:
“B2B buyers will be relying heavily on external influencers for guidance before making a purchase.
“Whether it’s social media, professional networks, industry experts or peer reviews, buyers are consulting at least 10 influencers during their decision-making process.
“If you’re not actively engaging with these voices and building relationships within these networks, you’re missing out on the conversations that shape buying decisions.”
This authentic peer influence is why peer advocacy works so effectively, especially in B2B events. However, understanding these strategies goes beyond typical “refer-and-reward” mechanisms.
That’s why we have created this playbook as a roadmap to:
Learn what makes peer recommendations so powerful
How to activate your event audience into your marketing advocates
Which metrics matter in P2P marketing for B2B shows
You’ll discover why industry leaders like Informa and NHS are embracing P2P marketing, and learn practical steps to launch your own peer to peer marketing campaign using powerful referral marketing tools and strategies.
A quick look at what we will cover:
- What’s P2P marketing in B2B events?
- P2P marketing vs traditional marketing in B2B events
- The psychology behind peer influence – why referrals matter
- Key P2P marketing strategies for B2B events
- Setting up a P2P event marketing campaign for B2B events
- Measuring success – which KPIs should you track?
- Challenges
- Case studies
