How do I convince my sales-focused leadership to let me run an event without a product pitch?

Frame it as a long-term strategy for retention and expansion, not immediate lead generation. These events build deep customer loyalty and create advocates who are more likely to renew, expand their usage, and refer new business. They also uncover priceless product and market insights. Record the sessions (with permission) to create authentic marketing content that is far more credible than anything your team could produce. The value is immense, just less direct than a 'buy now' button.

How do I find customers who are willing to speak or lead a session?

Your best candidates are already active in your customer community or support channels. Look for the 'teachers'—the people who consistently answer other users' questions and share their knowledge freely. These are your natural champions. Start with a small ask. Invite them to participate in a low-stakes 'Birds of a Feather' roundtable first. Once they are comfortable, you can ask them to lead a 'Show and Tell' session.

Do these formats work for virtual events?

Absolutely. In many ways, they are even more critical for virtual events, which can easily become passive viewing experiences. These interactive formats combat screen fatigue and create genuine connection. The key is to master the tools. Use breakout rooms for workshops and roundtables. Leverage collaborative whiteboards for brainstorming. Use polls and Q&A features to keep the energy high. A well-facilitated interactive virtual event can be just as powerful as an in-person one.

Better Customer Engagement: Event Ideas Beyond Webinars

Tired of webinars nobody attends? Explore customer engagement event ideas like unconferences, peer-led workshops and roundtables that create real connection.

Published: 3 June 2026
Topics: customer events, customer marketing, customer engagement, virtual events, community building

The best customer engagement event ideas move beyond one-way webinars and put customers at the centre of the conversation. Formats like peer-to-peer roundtables, customer-led 'show and tells', unconferences, and collaborative problem-solving workshops create genuine connection and deliver far more value than a standard product pitch.

By Francisco Opazo · Reviewed by the Led by Community editorial team

Let’s be honest. Your last customer webinar was a drag. You spent weeks on a slide deck, your product manager delivered a flawless demo, and a handful of people showed up. Fewer still were paying attention. They were checking email while your team talked at them. It’s time to stop.

What is a Customer Engagement Event?

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