Your Homepage Can't Appeal to Everyone – It Doesn't Have To

01 /The Concept

Exhibitly built a tool that converts conference and trade show website visitors into registrations – by explaining to each individual visitor exactly why this particular event is worth their time.

The mechanic is simple. A visitor enters their company's website URL and their job title – "developer at Company X," for example. Within seconds, they receive a custom-generated page built specifically for them.

That page has two sections.

The first is a short pitch framing the event in terms most relevant to that specific person at that specific company. Amusingly, it includes a "FOMO index" – a 0–100% score showing how much they'd miss by skipping.

The second is a curated list of exhibitors and sessions that should matter most to this visitor, each accompanied by a relevance percentage and a brief explanation of why it's a match.

These personalized reports can be shown to website visitors live, or Exhibitly can send them via email to a mailing list – organizers just supply company names and job titles for each recipient.

A built-in analytics dashboard tracks how many visitors and email recipients opened their reports, and how many subsequently registered.

Integrating Exhibitly with an event site takes five minutes – one line of code. Within 24 hours, the platform's AI analyzes the event program and marketing materials and is ready to generate personalized reports at scale.

Pricing is based on expected event attendance. A request form is currently the path to getting a quote. Multi-event organizers can negotiate discounted packages with up to 40% savings versus per-event pricing.

Exhibitly is Belgian, founded last year, and just closed its first funding round: €1.4M pre-seed. The platform is still early.

02 /Why It Matters

Vendelux ([related review](/review/160-tysjach-jeto-ochen-mnogo)), with $17.1 million raised, is already working on a more comprehensive B2B events platform – one that helps companies decide which events are worth attending, drilling down to which specific prospects will be there.

A Vendelux review from 2023 noted the company's figure of 160,000 B2B events held globally each year. That number now looks like a dramatic undercount. Current data puts the total above 2 million annual B2B events: roughly 33,000 global trade shows and conferences, 400,000 topical conferences and seminars, and 1.8 million company-organized events.

And the market is growing. In 2025–2026, corporate budgets for event participation and event production increased 10.9% – even as overall B2B marketing spend fell 3.1%. Companies are allocating more to events relative to other channels.

The numbers now show companies spending an average of 24% of their marketing budgets on events – making events the single largest marketing channel by spend.

Seventy-four percent of Fortune 1000 companies plan to grow their event budgets; 40% of event organizers plan to increase production spending.

And the preference data is clear: 82% of participants prefer in-person events, with only 1% favoring virtual. That in-person preference is actually higher than in 2023, when it stood at 67.8%. The post-pandemic enthusiasm for virtual formats is fading.

The global business events market is projected to reach $2.5 trillion by 2035, growing 6.8% annually. The corporate events segment alone is expected to grow from $325 billion in 2023 to $600 billion by 2029. In the US, more than 13,000 business trade shows and fairs take place each year, drawing a combined 40 million attendees.

In short: in-person B2B events are a large, growing, and surprisingly durable market. That creates real demand for tools on both sides – helping attendees choose the right events and helping organizers fill their rooms.

03 /Opportunities

If B2B events are that strong a market, the first direction is obvious: build platforms for it, along the lines of Vendelux or Exhibitly.

A second option is AI-powered event production platforms – tools for organizing corporate events of all types, from major conferences to internal team offsites.

BoomPop ([related review](/review/horoshij-sposob-otobrat-1-trillion)) raised $60.3 million for this, including $41 million just last November.

A third direction: site personalization more broadly. The idea is to show any visitor what's actually relevant to them – rather than presenting a static page that's relevant to no one in particular.

Y Combinator alum Kenobi ([related review](/review/glavnyj-sekret-vysokih-konversij)) pivoted in this direction at the end of last year. Their method is similar to Exhibitly's: the visitor enters their company URL, and the site instantly reformulates its homepage to be more relevant to someone from that company. Though Exhibitly's report-based approach feels more substantive than a homepage rewrite.

This personalization concept isn't limited to B2B or events. Niche implementations could work across many verticals. Here's a deliberately simple example: a restaurant widget where a visitor types in their dietary preferences – "I eat clean" – and immediately gets a curated selection of relevant dishes. No menu scrolling required.

Because 99% of visitors won't scroll through a menu looking for what they want – they'll just leave if the first thing they see doesn't speak to them. But stuff the homepage full of diet dishes and you lose everyone who came for something rich and spicy. You can't please everyone with one page.

So: what's a less obvious niche where automatically surfacing the most relevant content could meaningfully lift conversions – registrations, inquiries, visits, or purchases?