When every digital step is perfect, the room is what is left.
EventRel is the community for the next era of B2B. AI has made reaching people cheap and presenting well easy. What it cannot make is trust. That is built in person, with preparation, and then kept alive. We are working out how, in the open.
An open community. Started in Ahmedabad, built for rooms everywhere.
The shift
We spent a decade making it easier to reach people. The next decade is about meeting the right ones.
Software has flattened the digital side of selling. Data, enrichment, research, messages and content are available to everyone, so none of them separates anyone. What is left that cannot be copied is presence: showing up, listening, being remembered.
Share of respondents
B2B event teams planning more smaller events (Forrester, 2025)
Senior marketers who see events as most valuable in the middle and later buying stages (IDC, 2026)
Sources: Forrester 2025 B2B event research; IDC 2026 sponsor research. Forrester also finds budgets tight, with money concentrated in fewer, better experiences.
The thesis
01Reach became free
Finding companies, enriching contacts, researching people and sending a personal message are now things anyone can do. When everyone can do something, it stops being an advantage. Cold email is a volume game, and LinkedIn is following it.
02Outbound has an expectations problem
Technology lets you reach your whole market in two months. It does not let you sell to it in two months. Buying cycles, budgets and existing relationships still decide, and no number of extra emails changes that.
03Credibility became easy to manufacture
A polished site, steady content and a busy feed used to need a team. Now one person and a few agents can produce all of it. Buyers can no longer tell the capable from the well presented.
04Attention is the constraint
Inboxes are screened by software and read by assistants. A model has a huge context window and a person does not. A twenty minute conversation and a dinner are still remembered, and you cannot automate your presence in a hundred rooms at once.
The work
EventRel is the discipline of owning the whole journey around an event.
From deciding where to show up to turning what happened there into revenue. An event-focused growth team and a personal concierge in one. Outbound, ads and content stay, but they now serve the room.
- Strategy
- Decide who to meet, which events and communities matter, and which deserve money. Sometimes a small meetup beats a booth.
- Preparation
- Research the attendees, book the meetings before the flight, shape the talk and the sponsorship, and sort the hotel, the driver and the vendors.
- Execution
- Be in the room with a plan. Run the meetings, the dinner, the table. Have someone on the ground when a pickup fails or a language gets in the way.
- Conversion and learning
- Capture every conversation, follow up while it is warm, tie events to pipeline, and learn which rooms actually produce business.
The hub
A shared place to build this category.
Explore
Playbooks, templates, talks and field notes from people who work events and relationships for a living.
Jobs
Roles in event-led growth, community, partnerships and field marketing.
Tools
The software behind events, meetings and follow-up, listed and compared.
Agencies
The teams that run events, communities and relationship programs for others.
Launches
New products and programs for the field, voted on by the community.
Agent access
Ask Claude or ChatGPT about any of it. The whole hub is open to your assistant.
Who is behind it
Built by someone who runs the rooms.
EventRel is started by Neel Vithlani, who also runs GTM Daily. He has organised Clay Club meetups in Ahmedabad and seen how differently people engage once they are in the same room. This is that observation, turned into a community and a body of practice. Read where it started.
Start with the thesis