Meeting the right people at the right time has become a strong expectation, even a must, at B2B events.
In fact, according to a 2024 study by the platform Goodfirms, 91% of professionals consider networking the main reason for attending a B2B event.
In this context, event matchmaking changes the game: it structures meetings, connects the right profiles, and maximizes the value of interactions for all visitors, exhibitors, and organizers.
In this article, find out how matchmaking works, why it is becoming an essential lever, and how to integrate it effectively into your event.
What is event matchmaking?
Definition and principle
Event matchmaking is a process of targeted connections between attendees. Unlike spontaneous or informal networking, it relies on an upfront analysis of attendees' profiles, needs, and goals.
Its goal? To enable useful, planned meetings that align with each person's expectations.
Matchmaking can be automated through a digital platform or supported by algorithms and a human coordination team.
Networking vs. matchmaking
Traditional networking relies on informal encounters and leaves a lot of room for chance.
Event matchmaking, on the other hand, structures interactions by connecting attendees based on precise criteria and shared goals. It prevents untargeted exchanges and random cold approaches. The result? More effective interactions and a better experience for everyone.
A concept enriched by data and technology
The rise of event platforms has made matchmaking more accessible, smoother, and automated. Smart algorithms can even anticipate useful connections without any action from the user. These tools also offer dashboards to track the number of meeting requests, along with acceptance and no-show rates.
For which types of events?
Matchmaking adapts to various professional formats:
- B2B trade shows
- Conferences and business forums
- Internal corporate events
Why integrate matchmaking into your events?
For attendees
Matchmaking meets a growing need to make the time spent at an event more efficient. Your visitors or delegates no longer just want to “attend”, they want a personalized, useful experience. Matchmaking offers your attendees several benefits:
- Targeted meetings: appointments align with their professional goals (prospecting, recruiting, collaboration, etc.).
- Time saved: your attendees no longer have to “hunt” for the right contacts on site.
- A more valuable journey: each user gets an experience built around their needs.
- A sense of efficiency: concrete results (useful contacts, partnerships started, etc.) boost overall satisfaction with the event.
Matchmaking also helps drastically reduce no-show rates at an event: a scheduled meeting encourages attendance. It is ideal for remote or international attendees, making it easier to connect beforehand and plan travel or connection time.
For exhibitors
At your B2B trade shows, exhibitors invest to meet qualified prospects, not to hand out brochures. Integrating a matchmaking system lets them:
- Target the right visitors and secure scheduled meetings ahead of time.
- Improve conversion rates: fewer visitors, but higher-quality leads.
- Increase their ROI, justifying the investment in a booth or partnership with tangible KPIs.
- Strengthen sponsor engagement.
Some setups also make it possible to associate partner brands with matchmaking tools (branding, sponsored filters, featured recommendations, etc.).
For organizers
As a strategic lever for a successful event, event matchmaking brings concrete benefits for you:
- A competitive edge: offering a qualified meeting service positions your event as high-end or innovative.
- Better satisfaction and attendee engagement: both visitors and exhibitors feel a greater perceived value.
- An optimized business model: your trade shows become even more profitable by adding an offer that gives exhibitors a dedicated agenda for booking meetings.
- Valuable collected data: you gain visibility into the number of meetings proposed and accepted, as well as meeting attendance rates.
A step up in quality and loyalty: effective matchmaking encourages your attendees to come back and recommend the event.
How does it actually work?
Before the event:
Attendees fill out an enriched registration form, specifying their role, industry, expectations, and the profiles they want to meet.
This information feeds a search engine or matchmaking algorithm, creating filterable, actionable profiles in a photo-directory-style interface.
But that's not all: each attendee receives targeted meeting suggestions based on the information provided and the matchmaking rules set by the organizer.
They can manage their meeting schedule directly from the app or web platform, with time slots that are visible and adjustable based on their availability.
During the event:
Attendees track their personal meeting schedules directly from the event app. They can report no-shows directly to the organizer.
Meetings take place in dedicated, clearly marked areas at the venue, or through video links if the event is online or hybrid.
After the event:
Attendees can retrieve their contacts through an Excel file export. The organizer can use performance data, such as the number of meetings held, the attendance rate, or satisfaction feedback, to measure how effective the setup was and improve future editions.
How can you set up an effective meeting system?
Identify your audience
Start by segmenting your attendees: exhibitors, buyers, partners, candidates, and so on. Then collect key information at registration: goals, interests, availability. This data will let you offer relevant, personalized meetings.
Rely on the right platform
Use an event tool like Digitevent to manage the entire process, including these key features:
- Meeting requests (subject to recipient approval or accepted automatically).
- Quotas for confirmed meetings and pending requests
- Management of unavailability and no-shows
- Calendar synchronization
- Automatic assignment to tables, meeting areas, or video conference rooms
- Integration of calendars, video calls, or physical meeting points
Create separate sessions based on audience or format, whether in-person or remote.
Set clear rules
Establish who can meet whom (for example: students can meet recruiters, and suppliers can meet buyers).
These rules will help you avoid poor matches and keep interactions running smoothly.
Encourage participation
Beforehand, clearly inform attendees about how meetings work using emails, tutorials, and videos. Don't forget to showcase the photo directory with useful filters (company, industry, etc.) and set aside dedicated spaces or time slots for meetings.
Track and optimize
Analyze the results by looking at the number of meetings booked, the attendance rate, and any no-shows observed. You can use exports and dashboards to fine-tune your setup and identify areas for improvement. Finally, use this data to highlight the event's value to your partners and optimize the organization of future editions.
5 best practices for optimizing matchmaking
1. Focus on the quality of attendee profiles
Encourage attendees to fill out their profile with precise information: role, goals, industry, and so on. The richer a profile, the more relevant the matchmaking.
Don't hesitate to make certain fields mandatory at registration.
2. Define relevant connection rules
Frame meeting possibilities by segment (for example: buyers ↔ suppliers) and avoid irrelevant requests by limiting unnecessary crossovers. This structure improves the flow and quality of interactions.
3. Build matchmaking into the overall experience
Set aside dedicated time slots in the event schedule and plan quiet, clearly marked spaces for meetings. Remember that matchmaking needs to be visible and easy to access in the event app or website.
4. Plan automated reminders and follow-ups
Set up smart notifications such as meeting confirmations, reminders, and follow-ups when a slot is empty. Emails or texts help you maintain a good attendance rate and avoid no-shows.
5. Measure your results to improve
Track key KPIs: number of requests sent, confirmation rate, no-show rate, satisfaction. Then use the platform's exports and reports to adjust your settings for future editions. Finally, incorporate attendee feedback to enrich the experience with each iteration.
💬 Advice from the Digitevent expert:
“The secret to creating matchmaking that makes sense is taking the time to truly understand your attendees from the moment they register. By focusing on listening, agility, and real personalization, you grow the value of every meeting and the impact of your event.”, Rémi Fontaine, Head of Customer Success at Digitevent
Event matchmaking is no longer a gimmick: it gives meaning to every meeting, structures schedules, and maximizes the perceived value of your events.
Want to stand out at your next events?
Discover Digitevent's smart meeting features and turn your attendees' meetings into real opportunities.
