"As a result, live events must now "do a lot more heavy lifting than in the past." But brands are not looking for standard booth packages or basic sponsorships. According to Brown there's an "unwillingness to invest in something that's cookie cutter." Many clients now prioritize branded content or what GPJ calls native sponsorships, which he described as "less like logo slapping, and more intentional integration into the content, the story, or the actual experience.""
"The one-off move to the Bay Area was intentional; this is the home of Salesforce, Hubspot's biggest competitor and the largest player in the CRM sector. Before the event, Hubspot shared social posts of its brand across the city. "We decided that we were going to really kind of take over the town in orange with the lead up to it," said Katherine Tooley, Hubspot's vice president of global events and experiential marketing speaking at the same session."
The internet has become a spammy, sloppier, noisier web, which forces live events to do more heavy lifting to reach audiences. Brands are rejecting standard booth packages and basic sponsorships in favor of branded content and native sponsorships that intentionally integrate into the content, story, or experience. Sponsored education sessions remain popular, but effective strategies expand beyond the event to include anticipation, the broader experience, and post-event reflection. Hubspot illustrated this approach by staging a special San Francisco conference and amplifying visible branding citywide to create a high-touch experiential presence.
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