The B2B case for human connection
Mark Twain once said that “people buy from people they know, like, and trust.” More than 150 years later, that sentiment is illustrated by the fact a face-to-face request remains 34 times more likely to succeed than an email.
Being personable is best done in person
In any room, you can expect to convert about 10-20% of your targets. That adds up fast, and the people in your organisation tasked with taking care of the bottom line will likely care a great deal if that number changes.
Millennials spend upwards of two hours per day on social media and nearly half of Gen Z are online over 10 hours per day. Meanwhile, Gen Alpha is leading a charge toward analogue engagement in 2026, indicating that value of face-to-face and human-to-human connection is very much still alive and kicking.
Besides, value isn’t only about what we can measure. Intangible benefits help cultivate soft skills and soft power between potential business partners. It’s also a chance to learn from people with different perspectives, and that’s where Chief Wine Officer shines.
The best leaders are learners
Both Carl Jung and Bill Nye have said an approximation of, every person you ever meet knows something you don’t.
Business leaders are tasked with learning, growing, and hopefully influencing positive change at their organisations. B2B networking events do just that.
In a recent Chief Nation survey, 72% of respondents agree that automation has limited benefits unless it is also supported by one-to-one interaction.
Senior executives love coming together to learn and share real-life experiences and challenges that don’t have the same spark across digital touchpoints. Often, there is someone in any room who can offer a solution. The best leaders, after all, are the curious, and a curious CWO attendee is one who leaves with the most valuable experience.
The best leaders, after all, are the curious, and a curious CWO attendee is one who leaves with the most valuable experience.
The CWO perspective
While technology continues to evolve and reshape the way we interact, human connection remains undefeated. In our own events data, we saw the demand for virtual events steadily decline in the post-pandemic years, before seeming to plateau in late 2025. Over 150 times a year, we’re in the privileged position of watching these dynamics at work.
CWO events have been fine-tuned over 20 years to facilitate discussion, build relationships, and develop new business opportunities by bringing together senior decision-makers. And while some prospects won’t download an asset, reply to an email, or jump on a call with your business development team, they might attend an event with guided wine tasting and award-winning cuisine. The great speakers, relevant themes, and memorable venues make for unique experiences, and in this way, B2B networking events can be a revenue-boosting addition to the professional calendar.
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Chief Wine Officer events
Are you interested in learning how to taste wines like a connoisseur while discussing the solutions to the most pressing business challenges?