Back in Business
The B2B Marketing Live Expo concluded at the London ExCeL yesterday having delivered a business-orientated event that focused on networking, lead generation and streamlining efficient business practices throughout 2026.
Having introduced an entry charge in 2024 – with prices ranging from £50 to £500 for a two-day, on-the-door, access-all-areas ticket – event organiser Roar adopted the same approach once again of targeting serious, business-minded buyers with a focus on quality over quantity.
Buyers in attendance shared their business plans for 2026, with international growth topping the agenda for small to medium enterprises in the UK. Participation in trade exhibitions proved to be a key strategy for increasing lead generation in 2026, as visitors sought to deliver a heightened and consistent brand impact across a range of channels and territories for the new year.
“Almost all of the buyers that we spoke to had already committed to several exhibitions in 2026,” says Christina Chambers, marketing manager at international exhibition stand contractor Smart Display. “Furthermore, most visitors had exhibitions scheduled in at venues overseas as well as the UK, and they are seeking a certain level of brand consistency across not only their exhibition presence but across of the marketing channels.”
Buyers were unanimous in their goal to maximise the effect of their marketing through improved consistency across channels both in the UK and overseas. Expert speakers throughout the two-day event offered guidance and practical advice with regards to consistency, urging marketeers to take time out to redefine and unify their message across all verticals. With a more diverse range of channels than ever before – from forums such as Reddit and content platforms such as TikTok as well as the more traditional media, exhibitions and direct mailouts – marketeers were advised to adopt a cohesive approach to their marketing to deliver high-impact branding from the first point of contact on an exhibition stand through to social media direct mail promotion.
“Marketing has changed dramatically since we started these events,” says David Juniper, managing director of Roar B2B. “Teams are working more closely than ever. B2B Marketing Live reflects that reality—it’s a place where marketers can find practical solutions, make valuable connections, and walk away feeling genuinely inspired”.
Sustainability also featured on marketeers wishlists, with most expressing an interest in exhibition elements that can be re-used from one event to the next, and a preference for sustainably-sourced materials that reduce the carbon footprint of essential events such as trade exhibitions.
The Smart Display stand was praised by fellow exhibitors and visitors alike for its elegant and contemporary design, and sustainable structure which saw most elements being re-used and repurposed from previous stand builds.
Buyers also had the opportunity to take the advantage of feeling inspired in the aisles with a brand new feature on the Smart Display stand which allowed visitors to select the styles and elements that appealed to them to create a starting point of ideas for a stand design of their own in 2026.
“Buyers seem to leave feeling inspired about their marketing plans for the new year and – in particular – the impact that their exhibition stand can make without making an unnecessary carbon footprint on the planet,” continues Christina. “Taking time out to network with clients at face-to-face events like B2B Marketing is invaluable, and we are looking forward to following up with the contacts we have made over the last two days.”
Smart Display can deliver a cohesive approach across your marketing for 2026, with support leading up to your next exhibition, and a seamlessly consistency across your press releases, social media posts and award entries as well as your actual exhibition stand. To find out more about how we can take care of every aspect of your exhibition presence at all of your events throughout 2026, get in touch today for an informal chat.
