Organiser voice MarTech & Growth Stage Solo Session
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B2B events reward the biggest stand and the loudest spend. I disagree.
This session argues that ROI climbs when you cut build costs and redesign your presence around soft power: credibility, access, and influence. Using our Singapore Maritime Week approach, I’ll unpack a £30,000 sponsorship that delivered outsized impact without an exhibition space. Instead, we engineered ‘power moments’: senior participation on a headline panel, a co‑hosted embassy roundtable with a curated guest list, a CEO studio interview with CNBC, and a programme of high‑value customer meetings that made key accounts feel seen.
I’ll share what didn’t work (and the trade‑offs of skipping a stand), the decision rules we used, and a practical measurement model that links brand signals to real outcomes: meeting quality, follow‑up commitments, media value, and relationship momentum. Leave with a repeatable template you can lift into your next flagship event.
Speaker
Nicole Lyons is a B2B event specialist with over 10 years’ experience delivering events for businesses in the global transport industry.
Currently responsible for thought leadership and global events for Wärtsilä, a world leader in Marine manufacturing. Nicole’s superpower is finding purpose and driving value at events where the target customers are engineering-focused decision makers in a global space.
Nicole accomplished her charted marketeer status with the charted institute of marketing and achieved her MBA at Cranfield School of Business and Management.