B2B Marketing

Why Oracle’s Quest to Evolve Open-World Might Transform All B-To-B Events

Oracle and Mosaic have been slowly starting to change how B2B events are ran over the past few years. Over the next several years the will be implementing Phase One of a new strategic blueprint to completely reinvent and reimagine the modern B2B event. Phase One consists of 3 main areas: redesigning collaborative spaces, deploying an all new story-telling strategy and rethinking event learning. For space, OpenWorld are designed as open attendee to attendee engagement spaces. They are bringing in new food and concession areas to get attendees to stay for lunch and converse with others. General sessions were live streamed so attendees could listen to the keynote while soaking up the sun. For the storytelling, they are bringing more content and embracing this “storytelling” strategy. Mosaic has been interview executive, customers, social media influencers and more turning it into content stories. “The flaw with current b-to-b events is that the conference ends up being dependent on the content created at the event. We’re flipping the model and creating content and a story in advance and then using the event as the platform for providing a branded narrative” says Oracle vp-marketing and industry vet Paul Salinger. The last new area of improvement is rethinking the learning. They are creating Collective Learning, which has test sessions featuring multiple interactive zones built around discussion, personal reflection and information sharing. They are even having all the speakers go through a public speaking training before the event. “So we’re putting learning at the heart of the experience”   says Mosaic creative director Khaleed Juma. Overall, Oracle will continue to focus on evolving the common spaces, bringing to life more elements of peer-to-peer networking and reformatting the event schedule around the changing attendee base.