# Common Ground — Pontis

> Common Ground, the Pontis journal: technology, capital and the choices shaping Europe.

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The Pontis Journal

# Common Ground

Technology, capital and the choices shaping Europe.

-   [All stories](/common-ground)
-   [AI & industry](/common-ground/topics/ai-industry)

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![Illustration: six people in conversation around a white table shaped like a conference badge, its blue lanyard looping across an orange floor.](/assets/build/b2b-events-gtm-2026.DO6GKSrE_Z2igDvw.webp)

Gatherings and growth Analysis

## [Why B2B events still matter in the AI age](/common-ground/b2b-events-gtm-2026)

The conference is over. The invoice remains. New research shows which B2B events deserve a closer look when planning the next growth budget.

Pontis · 4 November 2026

## On the agenda

![Illustration: a giant megaphone lying on a blue ground, its inside stepped like an amphitheatre where pairs of people talk.](/assets/build/openai-events-strategy-b2b-marketing.Bsr24Ti6_1DooRE.webp)

Gatherings and growth Analysis

### [Why events matter to OpenAI’s business pitch](/common-ground/openai-events-strategy-b2b-marketing)

OpenAI’s case for business events starts with a problem a product demonstration cannot solve on its own: getting a company to say yes.

Illustrations: Pontis

## Earlier stories

1.  Gatherings and growth Analysis 4 November 2026
    
    [Why B2B events still matter in the AI age](/common-ground/b2b-events-gtm-2026)
    
    The conference is over. The invoice remains. New research shows which B2B events deserve a closer look when planning the next growth budget.
    
2.  Gatherings and growth Analysis 4 November 2026
    
    [Why events matter to OpenAI’s business pitch](/common-ground/openai-events-strategy-b2b-marketing)
    
    OpenAI’s case for business events starts with a problem a product demonstration cannot solve on its own: getting a company to say yes.
    

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