B2B companies know how important it is to build lasting connections with customers. Email, phone calls, and Zoom meetings can only do so much to foster those connections, which is why—despite the costs—companies still fly people around the world to meet face-to-face with customers.
In-person events offer an unmatched level of engagement, where the power of face-to-face connections, shared meals, and spontaneous conversations create deeper, more meaningful relationships. This direct interaction is key to building trust and fostering loyalty, which is why many enterprise companies are increasingly adopting event-led growth (ELG) strategies to drive long-term success and growth.
Sales and marketing teams at event venues play a pivotal part in their clients’ event-led growth strategies – so how can they stand out and capitalize on these opportunities? Let’s start by explaining an event-led growth strategy and why it’s gaining popularity. Then, we’ll dive into the role spatial design technologies can play, from showcasing and selling spaces to planning and designing the event.
What is event-led growth?
Event-led growth is “a technique centered on immersive events across the customer journey, intended to drive discovery, engagement, and growth.” Rather than relying on free trials or ebooks to attract new customers, companies hope events and experiences will help them wow prospects and create stronger customer relationships.
Recent studies show that 74% of Fortune 1000 marketers plan to increase their event budgets in 2025, with a focus on leveraging immersive experiences to drive engagement and growth (EventTrack). As the exhibition industry rebounds, with events now returning to 91% of pre-pandemic levels, businesses recognize the increasing importance of interactive events that go beyond traditional marketing tactics (CEIR). Companies are moving away from digital outreach methods like email marketing, which is harder to manage due to privacy regulations, and investing more in events that engage audiences, spark discovery, and foster stronger customer relationships—key goals of event-led growth.
For many companies, an event-led growth strategy is a high-risk, high-reward play. It’s much more expensive to host a conference than it is to place ads on social media. Your ELG-focused clients will be looking for event venues that are partners for growth, helping them pull off the perfect event while keeping costs down at every turn.
That’s where spatial design technologies like Prismm come into the equation.
What are spatial design technologies?
For your clients, finding the right space to support their event-led growth strategy is complex; everything from the big-picture concerns to the smallest details needs to be considered and visualized before signing a contract. And since big corporate events such as industry or user conferences usually involve multiple stakeholders—with everyone from the field marketing coordinator to VPs and CEOs involved or needed to sign off—there will be lots of eyes on every step of the process.
Companies want to see your space and imagine the possibilities of their event in it. Showcasing your venue with pictures and 2D layouts doesn’t capture the space’s potential like seeing it in person. However, flying one or more people for multiple trips to see the venue can be cost-prohibitive and time-consuming for companies.
By solving this and many other challenges, spatial design technology helps keep your venue on your clients’ shortlist. Rather than using pictures of someone else’s event in your space or flat, 2D layouts to showcase your space, spatial design technologies allow you to have a dynamic, 3D digital twin of the space. By mapping your venue this way, your clients can view and interact with the space without needing to be physically present. 3D virtual tours and true-to-scale 2D and 3D floor plans give your clients everything they need to confidently envision their event in your space.
Spatial design technology can transform the entire event process for your ELG-focused clients, from the way you showcase your space to the day-of-event changes. Here’s a quick look at how Prismm’s spatial design technology impacts each step.
- Market and Tour: When you capture your physical space with a 3D digital twin, clients can explore the space and imagine the possibilities independently. This helps them validate your venue as a possibility faster. Once they’re interested, you can provide guided and customized 3D tours populated with true-to-size digital objects filling the space to turn your client’s vision into a (virtual) reality.
- Customize and Sell: You can sell your space more efficiently by eliminating many of the tedious back-and-forth steps in the sales process. Virtual collaboration with true-to-scale 3D and 2D floor plans can address concerns about space size, accessibility, and look and feel in a single meeting rather than through weeks of emails. This is great for you and your clients who want to get past site selection as quickly as possible to start the planning and design stages.
- Plan and Design: Spatial design technology helps you reduce redundant work by allowing a unified workspace to plan and design with true-to-scale digital twins of the space and thousands of 3D objects like tables, chairs, and more. No more sending marked-up PDFs back and forth. With everyone on your team, your client’s team, and any third-party vendors all collaborating in one virtual floor plan, planning and design timelines are accelerated without the risk of someone missing out on a last-minute change.
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Using spatial design technology to become a better partner for clients
Cutting down on the number of in-person site visits (and saving them a lot of time and money) is just one of the benefits of spatial design technology. For companies using event-led growth strategies, finding the right venue to partner with is the foundation of their success. Spatial design technology is the perfect complement to help you, and your team rise to the top as a preferred partner.
Here’s how you can use the technology to deliver value that is aligned with their ELG goals.
- Bring their vision to life faster: With a dynamic 3D rendering of your venue and digital twins of thousands of objects to fill the space, clients will have everything they need to tour, layout, and design the space independently or with you as their guide. Since everything is true-to-scale, clients will see their vision consistently brought to life from the first virtual tour through the final planning details.
- Make collaboration and approvals seamless: Working with enterprise clients often means working with teams scattered across the country. Sending emails with PDF floor plans and pictures and waiting for everyone to read and respond is tedious and time-consuming. Spatial design software lets everyone work from the same, up-to-date vision of the event space. With Prismm, no special apps are needed to do all this—clients can manage everything from their internet browser. That means everyone has instant access for collaboration and approvals at any time and place.
- One source of truth to simplify design and planning: Spatial design technology centralizes the entire planning process within one source of truth. For large, dynamic corporate events—where change is the only constant—this is essential for keeping all collaborators and stakeholders aligned. No more missed details due to overlooked emails; every team member, from venue staff to clients and third-party vendors, works from the same plan, updated in real-time.
- Keep sustainability and accessibility goals in reach: Many companies are committed to running ethical and sustainable events. Therefore, reducing the impact on the environment and accessibility are key concerns. With spatial design technology, you can help them keep these goals by limiting pre-event air travel for on-site visits and ensuring the space is accessible and inclusive
By allowing you to deliver these (and other) benefits, spatial design technology will help make you the perfect partner for enterprise clients focused on maximizing the return on their event investment.
Help your clients see you in a new light with Prismm
Your space is filled with infinite possibilities. Prismm is the key to making those possibilities a reality. Prismm’s spatial design technology will transform how you connect, collaborate, and sell your venue to clients of any size.
With Prismm, you have a centralized and up-to-date workspace to immerse your clients throughout any journey without worrying about setting up meetings or in-person site visits. By providing the best planning and design experience possible, our customers can identify the best leads more quickly, close deals faster, and create lasting relationships with clients.
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