EuroTier B2B Marketing Trends

What stood out ?

Introduction

Chapter 1: Building trust through branding

Chapter 2: The rise of experiential marketing

Chapter 3: Sustainability as a core value

Chapter 4: Personalization becomes essential

Chapter 5: Enhanced digital engagement

Introduction

EuroTier  was all about progress. The focus wasn’t on flashy innovations but on practical improvements—working smarter, more sustainably, and responsibly. The energy was high, with companies streamlining processes, upgrading products, and delivering real value. It’s about building a better future, not just chasing the next big thing.

For marketers, it was a goldmine of ideas on connecting authentically with audiences and staying ahead without the hype. In this report, we’ll unpack the trends and strategies that matter most.

But it’s not just about what’s new, it’s about what matters. With over 25 years of experience in B2B marketing, we’ve pulled together insights that show how brands can connect with their audiences in smarter, more meaningful ways and stay ahead in a fast-changing industry. Expect ideas that are interesting, but also practical and ready to be put into action.

So, dive in, discover what we learned, and think about how you can apply it to your work. Because if EuroTier  taught us anything, it’s that this is the time to think big, act boldly, and shape the future of this industry in motion!

Chapter 1: Building trust through branding

Branding is the new currency of trust

If trust is the foundation of B2B relationships, branding is the tool that builds it. At EuroTier 2024, many agrifood companies embraced branding to show reliability, innovation, and alignment with customer values.

What’s happening?

Branding has taken center stage as companies move beyond selling products to telling stories that connect. It’s about humanizing their business and building trust.

Shifting focus to brand identity

Leading brands are emphasizing who they are and what they stand for, rather than drowning customers in technical details. As one marketer put it, “We used to lead with specs, now we lead with purpose, and customers respond.” This approach helps simplify complex offerings and build stronger connections through storytelling.

In addition to communicating your purpose in your marketing, it’s crucial that your sales team fully understands this and can authentically share the story. A consistent and genuine narrative across both marketing and sales not only simplifies complex offerings but also creates trust and stronger connections with customers.

Showcasing values like sustainability and customer-first thinking

In a commodity industry like ours, the challenge is to craft a unique brand story or find an innovative way to communicate about sustainability. With the overuse of similar visuals and messaging, it becomes increasingly difficult to separate the wheat from the chaff. Standing out requires not only authenticity but also creativity in how sustainability is framed and presented to truly resonate with the audience.

Top companies are proving their commitment to sustainability and customer care through action and data. “We show how it benefits the planet and our customers’ bottom line,” one exhibitor explained.

Side note: This focus on branding is most noticeable among established players. Many newer entrants, by contrast, still lean heavily on product features and technical specs, missing the opportunity to stand out with differentiated, value-driven messaging.

How this relates to global trends

68%

According to a 2023 study by Edelman, 68% of B2B buyers are more likely to choose a company they trust, even if their product or service is priced higher than competitors.

23%

Companies with strong brand consistency saw revenue increases of up to 23% on average (Forbes, 2023).

What stood out?

A leading agrifood company shifted away from focusing solely on products, choosing instead to engage customers through workshops and conversations that address their challenges collaboratively. This approach reflects a broader trend in the sector: audiences respond best to constructive, solution-oriented messaging.

Rather than relying on stark imagery or fear-driven tactics to highlight issues like environmental degradation or antibiotic overuse, emphasizing progress and actionable steps builds trust and fosters engagement. By working together to find the right solutions, companies can showcase their positive contributions while creating stronger, more meaningful connections with stakeholders.driven messaging.

Is branding truly unique across the industry? At EuroTier, many taglines and messages felt strikingly similar, often blending into a sea of buzzwords. From “customer-first” to “unlocking everything” and “sustainability at the core”, the challenge is clear: how do brands move beyond generic phrases and visuals, and create something truly unique?

The key lies in understanding what sets your business apart and expressing it in a way that feels fresh and authentic. In a crowded market, standing out means saying what only you can say, and making it stick.

Chapter 2: The rise of experiential marketing

At EuroTier, the best booths aimed to create real connections with their audiences. Successful companies used hands-on experiences to make their solutions relatable and making a lasting impression on visitors.

By combining live action with storytelling, these brands created an experience that was both memorable and educational. Visitors would arrive with curiosity and leave with a clear understanding of the product’s benefits.

What’s happening?

The focus at EuroTier has shifted from showcasing products to creating immersive environments where customers can experience their value firsthand.

Multi-sensory booths with tactile elements, live demos, and AR experiences

Exhibitors captivated audiences with hands-on setups and live demonstrations, while some pushed boundaries with augmented reality. A standout example was a “magic mirror” AR installation that allowed visitors to become part of a brand’s communication campaign. By integrating themselves into the experience, attendees not only engaged deeply but also spread the buzz by sharing it across their networks.

Activities tied solutions to real-world applications, making them memorable

Brands demonstrated how their products solve real-world challenges, creating experiences that were both engaging and memorable. By tying technical solutions to practical use cases, they ensured visitors left with a clear understanding of the value they offered.

Live product demonstrations and presentations

On-site demonstrations brought technology to life, giving visitors the chance to see solutions in action rather than just hear about them. Some brands took this further by incorporating live presentations right at their booths. Equipped with headsets for attendees, these talks provided a focused and engaging way to dive into the details without the noise of the busy exhibition floor.

How this relates to global trends

72%

A survey from Event Marketer found that 72% of customers said they feel more positively about a brand after participating in an experiential marketing event.

20%

Companies that invested in experiential marketing at trade shows reported an average 20% increase in leads compared to previous years (CEIR, 2024).

What stood out?

One company creatively tied their solutions to real-world applications by offering themed lunches and product-inspired samples.

For example, they used meal elements like specialized feeds or animal nutrition themes to showcase how their solutions translate into practical benefits. This approach helped visitors connect emotionally with their products, turning them into enthusiastic supporters.

Chapter 3: Sustainability as a core value

Sustainability at EuroTier 2024 is no longer just a buzzword, it is about showing measurable results. The most successful companies backed their claims with data, proving that sustainability can improve both the planet and profitability

What’s happening?

Customers are no longer satisfied with generic sustainability pledges. They demand evidence. Companies have responded by integrating sustainability into their core messaging, demonstrating how their products and services create tangible benefits.

Sustainability is no longer an add-on; it’s part of the core story

For many leading brands, sustainability is now woven into every part of their narrative. We noticed a shift away from the ambiguous term “sustainability” toward more practical, tangible solutions like “hygiene and animal welfare”. One company presented their entire product line through the lens of environmental impact, showcasing not just what their technology does, but how it aligns with long-term goals like lowering carbon footprints or improving resource efficiency.

This shift reflects a growing expectation: customers want solutions that reflect their own values. As one exhibitor explained, “Sustainability is not a ‘nice-to-have’ anymore. It’s a must! It’s not just what we offer; it’s how we do it that makes a difference.”

Companies are proving their impact with measurable results

The brands making the biggest waves at EuroTier 2024 brought data to the table, turning sustainability from a concept into concrete outcomes. One company highlighted the reduced methane emissions achieved by their feed additive, using live data feeds from partner farms to show the impact in real time. Another demonstrated cost savings from energy-efficient barn equipment, showing side-by-side comparisons of traditional versus optimized systems over a year. A presentation by a leading firm illustrated how sustainable practices had boosted productivity on a demo farm, proving that green initiatives can go hand-in-hand with profitability.

At EuroTier 2024, the message was clear: sustainability isn’t an abstract idea anymore. It’s a measurable, actionable priority driving innovation and reshaping the future of agriculture.

How this relates to global trends

78%

According to McKinsey, 78% of agrifood customers now expect clear data on the environmental impact of the products they buy.

20%

Companies using tools to quantify sustainability impacts saw a 15-20% improvement in customer retention rates in 2024 (EuroTier survey).

What stood out?

A prominent company stood out by introducing tools that helped customers calculate both carbon savings and economic benefits tied to their solutions. By linking sustainability efforts directly to measurable metrics, they managed to shift the conversation from abstract commitments to tangible value creation. How’s that for making sustainability a clear business advantage!

Chapter 4: Personalization becomes essential

At EuroTier 2024, personalization stood out as a defining strategy for winning companies. Solving specific customer challenges. Tailored solutions, co-created strategies, and account-based marketing (ABM) are essential for success in today’s market.

What’s happening?

B2B customers increasingly expect suppliers to understand their unique needs and provide bespoke solutions. In fact, Salesforce reports that 80% of B2B buyers prefer working with companies that demonstrate a clear understanding of their challenges.

Companies are moving from product catalogs to consultative selling

Instead of pushing standard products, brands are positioning themselves as partners. At EuroTier, many companies focused on consultative approaches. Working closely with customers to identify pain points and tailor solutions that address specific needs.

Tailored strategies and co-created solutions are becoming the norm

Successful exhibitors emphasized collaboration. Some showcased case studies of how they developed solutions alongside their customers, highlighting the value of partnership over simple transactions. This shift from “selling” to “solving” resonated strongly with visitors.

Personal attention through face-to-face meeting systems

Some exhibitors took personalization a step further by implementing elaborate face-to-face meeting systems, ensuring that key accounts received the focused attention they deserve. These structured approaches not only created space for meaningful conversations but also reinforced the idea that solving problems together is more valuable than simply selling a product.

Account-based marketing and partnership-oriented approaches are on the rise

Another noticeable trend was the adoption of ABM strategies, where companies targeted specific accounts with highly personalized approaches. From custom demos to region-specific strategies, brands made it clear they were invested in their customers’ success. One exhibitor shared, “Beyond offering products, we build partnerships and grow together.”

This trend toward personalization isn’t just a response to market demands; it’s a competitive advantage. Companies that prioritize tailored, customer-centric approaches are setting a new standard—and raising the bar for everyone else.

How this relates to global trends

80%

Salesforce reports that 80% of B2B buyers are more likely to choose suppliers who demonstrate an understanding of their specific challenges.

208%

Businesses implementing account-based marketing (ABM) strategies experienced a 208% increase in revenue compared to those using generic approaches (ITSMA, 2024).

What stood out?

The days of flipping through paper brochures are gone, as companies are transforming the customer experience with interactive screens that let individuals explore information their way, tailored to their unique needs.

A major agrifood company transitioned from a traditional product catalog approach to a consultative selling model. They began offering farm-specific advice and customized feed solutions tailored to individual customer needs. This shift repositioned them from being merely a supplier to becoming a trusted strategic partner, strengthening their customer relationships.

A precision livestock company introduced “Personalized Learning Pods,” where visitors could explore solutions tailored to their needs. Before the event, attendees shared specific challenges like improving herd health or feed efficiency. Inside the pods, they used interactive touchscreens to see customized data and real-world examples of how the technology could help their farms. Afterward, each visitor received a clear, personalized action plan with practical steps to take. It was a simple yet effective way to make the experience personal and valuable.

Chapter 5: Enhanced digital engagement

Digital technology has become an essential part of how brands connect with visitors. It’s simply impossible to imagine engagement without it. QR codes, touchscreens, and interactive displays made it simple and engaging for attendees to explore products, while also giving companies valuable insights to continue the conversation well after the event.

What’s happening?

Brands are using digital tools to make interactions more personal, memorable, and efficient. These technologies don’t just engage visitors—they create deeper connections and help companies understand what their audience truly cares about.

Products & solutions come to life via QR codes and touchscreens

Brochures are no longer just static handouts, they’ve evolved. QR codes now link to videos, product details, or case studies tailored to visitors’ needs, while touchscreens invite attendees to explore solutions through interactive demos and virtual tours. This self-guided, engaging approach keeps visitors intrigued and helps them see how the products can address their specific challenges.

Social media kept the buzz alive

More and more brands made sure their digital presence extended beyond the booth. Social media campaigns created excitement before the event, live posts captured the action during it, and follow-ups kept conversations alive afterward. Some exhibitors shared highlights on Instagram in real time, while another used LinkedIn to invite attendees to exclusive post-event webinars.

Follow-ups got smarter with data

Digital engagement continued long after visitors left the booth. Companies used data from QR codes and interactive tools to send personalized follow-ups, like emails with product details or invites to one-on-one consultations. This shift to digital-first strategies is changing the game, turning quick trade show interactions into long-term customer relationships.

At EuroTier, the message was clear: if you’re not investing in digital engagement, you’re already behind.

How this relates to global trends

30%

A report by Gartner found that companies using QR codes and interactive digital tools increased lead generation by 30%.

40%

Businesses that used pre-event social media campaigns and interactive displays saw booth traffic increase by 40% compared to previous trade shows (EuroTier analytics, 2024).

What stood out?

Companies embraced technology to engage audiences in innovative ways. One replaced brochures with a QR code system, offering tailored solutions and creating a more interactive, personalized journey. Another introduced an AR “magic mirror”, making technical solutions relatable and sparking meaningful conversations.

The road ahead

The agrifood industry is heading for transformation, and the leaders of tomorrow will be those who embrace this change today. By putting customers at the heart of your strategy, using technology wisely, and staying true to your brand’s values, you can thrive in a competitive landscape.

Here are some thoughts on how businesses in the agrifood sector can lead the way.

01 Build deeper relationships through personalization

Generic outreach is no longer effective. Customers expect brands to understand their specific needs and challenges. This means adopting Account-Based Marketing (ABM) strategies that treat each customer as a unique partner. Tailored content, targeted campaigns, and solution-driven conversations can help agrifood companies move from being vendors to becoming trusted advisors.

Our advice

• Use data analytics to segment your customers into meaningful groups and craft campaigns that address their specific pain points.
• Personalize interactions at every touchpoint, from email campaigns to in-person meetings.
• Train sales teams to adopt a consultative approach, focusing on customer goals instead of just selling products.

02 Use technology to facilitate smarter engagement

Technology isn’t just a tool, but a bridge to better customer experiences. From interactive digital platforms to AI-powered insights, agrifood marketers have more ways than ever to connect with their audience. However, it’s vital to ensure these technologies enhance human connection, not replace it.

Our advice

• Integrate AR and VR into product demonstrations to create immersive experiences.
• Use AI to analyze customer behavior and predict their needs, then use these insights to design targeted campaigns.
• Adopt features like QR codes or mobile apps to give customers real-time access to product data, sustainability metrics, and usage tips.

03 Make sustainability a business strategy, not just a buzzword

Customers are increasingly skeptical of surface-level sustainability claims. It’s not enough to say you’re green. Agrifood companies need to provide evidence of their impact and demonstrate how sustainable practices benefit customers’ operations and profitability.

Our advice

• Publish transparent sustainability reports showcasing measurable achievements.
• Collaborate with customers to create solutions that are both eco-friendly and cost-effective.
• Incorporate circular economy principles, such as recycling and reducing waste, into product development.

04 Prioritize experiential marketing

In a crowded digital space, real-world, hands-on experiences leave lasting impressions. Events like EuroTier provide opportunities to engage customers directly, allowing them to experience your value firsthand.

Our advice

• Design experiential marketing campaigns that bring your solutions to life, such as on-site demonstrations, workshops, or interactive displays.
• Use hybrid events to combine in-person engagement with digital reach, ensuring you can connect with a broader audience.
• Leverage storytelling to make these experiences memorable and focus on how your products solve real-world challenges.

05 Invest in brand building for long-term growth

While performance marketing delivers short-term results, a strong brand builds resilience and trust. Your brand should be a clear reflection of your values, expertise, and commitment to customers.

Our advice

• Develop a clear and authentic brand narrative that resonates with your audience.
• Use consistent messaging across all channels to strengthen your brand identity.
• Highlight success stories that demonstrate your impact and leadership in the agrifood sector.

06 Focus on collaborative innovation

The agrifood industry thrives on partnerships. From research collaborations to co-marketing initiatives, working together multiplies impact and accelerates progress.

Our advice

• Partner with technology providers to integrate cutting-edge solutions into your offerings.
• Collaborate with customers on pilot projects to co-create tailored solutions.
• Build alliances with other industry players to amplify sustainability efforts and share best practices.

EuroTier: A fresh chapter for Agrifood marketing

All in all, EuroTier was a big moment for the agrifood industry. After the disruptions of the pandemic, this year’s event showed how much has changed and how marketing needs to keep evolving. Companies weren’t just talking about their products; they were sharing solutions that genuinely solve problems and connect with customers on a personal level.

The future of agrifood marketing will be defined by how well companies adapt to changing customer expectations, technological advancements, and global challenges. EuroTier made it clear that staying relevant requires more than just following trends; it demands a proactive and thoughtful approach.