How Tech Companies Are Using Experiences to Humanise Complex Products and Drive Sales

In today’s fast-paced, technology-driven world, the way businesses communicate and connect is undergoing a significant transformation. The era of strictly transactional B2B (business-to-business) relationships is giving way to a more empathetic and engaging approach: H2H (human-to-human). For technology companies, this shift presents a compelling opportunity to transcend the complexities of their products and create meaningful, personal connections through experiential marketing and events.

At Proof Experiences, with clients like Dell, Interac, Moneris and Intuit, we’ve been observing – and leading – this change first hand. Here’s why the move from B2B to H2H matters and how experiential marketing is driving the transformation.

WHY H2H IS THE FUTURE OF BUSINESS

B2B relationships have traditionally focused on rational decision-making, prioritising features, pricing, and ROI. While these factors remain crucial, they are no longer sufficient. Today’s business buyers are also influenced by emotions, values, and human connections.

Consider these realities:
1. Buyers Are Humans First: The decision-makers in tech companies are people, and they seek meaningful interactions that resonate on a personal level. Give them something they’ll remember from that tradeshow floor!

2. Trust Drives Decisions: Emotional trust and authenticity are increasingly essential to earning loyalty. According a Freeman Report, 77% say they trusted brands more after interacting face-to-face with them at live events.*

3. Complexity Requires Clarity: With advanced technologies like AI, IoT, and blockchain shaping industries, businesses need simple, relatable ways to understand the value these solutions bring.

Shifting to an H2H approach isn’t just a buzzword; it’s a business imperative for companies seeking to differentiate themselves in competitive markets.

EXPERIENCES: THE BRIDGE BETWEEN TECH AND HUMANITY

For technology companies, the challenge lies in humanising highly technical, often abstract products. This is where experiential marketing shines. By creating immersive, engaging experiences and hosting opportunities, tech brands can translate complex ideas into tangible moments of connection.

Here’s how experiences support the H2H approach in the tech sector:
1. Turning Complexity Into Simplicity

Interactive product demos and hands-on workshops allow businesses to see, touch, and feel the impact of technology in their own environments. For example, we recently launched an escape room to combat scams and cyber security threats. The result? A complex concept becomes clear and relatable, leading to behaviour change. 

2. Building Emotional Connections

Experiences that evoke emotions – whether through storytelling, personalisation, or memorable moments – leave lasting impressions. Our clients at Dell attended Collision with a call to action of ‘Dream Bigger.’ We did just that, with a life-sized laptop that served not just as a show-stopping installation, but as the stage for meaningful lightning talks and sales discussions.

3. Creating Community and Collaboration

Live events offer opportunities to bring customers, partners, and innovators together. By fostering networking and knowledge-sharing, brands position themselves as hubs of innovation and collaboration, strengthening relationships and trust. Every year, we produce Quickbooks’ Get Connected Conference, a roadshow going to 3 Canadian cities, where we host accountants and bookkeepers to share the latest technology and inspire with thought leadership, keynotes and a partner tech summit.

4. Hosting Opportunities

Hosting clients and partners at world-class events helps build real relationships through incredible, shared experiences. We often talk about the halo effect of hosting at something like an F1 race, where guests get excited by the lead up, have a blast at the event, and provides fodder for future discussions. 

THE RESULTS SPEAK FOR THEMSELVES

Tech companies that embrace experiences as part of their H2H strategy see measurable outcomes:
1. Deeper Engagement: Audiences are more likely to remember and engage with a brand after an experiential touchpoint.

2. Stronger Relationships: Personal interactions foster trust and loyalty.

3. Increased Conversions: Simplifying complex products through hands-on, engaging experiences accelerates the decision-making process. One of our clients did millions in sales on the floor of a recent tech conference!

THE HUMAN EDGE

In a world of automation and artificial intelligence, the ability to connect on a human level is a powerful differentiator. As tech companies pivot from B2B to H2H, experiences will be the cornerstone of their strategy, creating opportunities to educate, inspire, and connect.

At Proof Experiences, we’re proud to help businesses make the leap from selling to serving, from informing to engaging, and from transactional to transformational. The future of marketing isn’t just business – it’s human.