In B2B, events work best when they match the stage of the relationship. For new contacts, a low-threshold breakfast meeting or lunch session is ideal: limited time commitment, personal contact. To deepen existing relationships, round-tables and exclusive dinners work well.
For a broader audience, conference days and open knowledge sessions are effective. Trade shows and open days attract a mix of familiar faces and newcomers. The key: choose the format that fits your objective, not your preference.