The document discusses how B2B conferences will evolve in the future given global trends and technological innovation. It identifies three key elements for the future: 1) digital and hybrid conferences and communities, 2) distributed teams and management models, and 3) lean production models. To maintain competitive advantage, conferences must develop a unique value proposition through a unique value chain that serves more customer needs with more convenience, continuity, connections and collaboration through both physical and digital spaces unconstrained by time and location.

1. The future of B2B conferences

2. Global trends
• Weaker & more fragile economic growth
• Climate change
• Food & energy security concerns
• Unemployment & social upheaval
• “Generation Y” of social networkers
• Continued technological innovation
What will B2B conferencing look like in a
digital future?
How will you maintain competitive
advantage?

3. The 3 elements
1. Digital / hybrid conferences &
communities
2. Distributed teams &
management model
3. LEAN production model
Future competitive advantage

4. Unique Value Proposition +
Unique Value Chain
= Higher relative profit
Michael Porter, Professor, Harvard Business School
Competitive advantage

5. The value proposition today
• Learning
• Networking
• Collaboration
in physical spaces constrained
by time and location

6. The value proposition tomorrow
• Learning
• Networking
• Collaboration
in physical and digital spaces
unconstrained by time and location
• More convenience
• More continuity
• More connections & networking
• More collaboration
More customer needs served

7. The value chain today
Management model
• Hierarchical
• Functional silos
• Idiosyncratic
• Fixed locations &
teams
• High fixed costs &
overheads
Production model
• Linear / assembly
line
• Discrete campaigns
• High uncertainty
• Slow iteration

8. The value chain tomorrow
Management model
• Flat
• Flexible teams
• Systematic
• Distributed / mobile
• Closer to customers
• Lower fixed costs &
overheads
Production model
• Collaborative &
dynamic
• Continuous
campaigns
• LEAN development
& build-measure-
learn cycles
• Fast iteration