Over the past several years, DEFSEC Atlantic has established itself as a key event within Canada’s defense, security, and aerospace ecosystem. By progressively integrating the B2B/2GO platform at the core of its event experience, DEFSEC has fundamentally transformed the way networking is planned, executed, and measured.
Between 2021 and 2025, the event did not simply grow in attendance. It experienced a structural shift in how participants prepare, interact, and generate business value before, during, and after the event.
Context and objectives
Initially, DEFSEC sought to address several common challenges faced by large-scale B2B events:
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Maximize the real business value of networking
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Increase visibility and ROI for exhibitors and sponsors
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Move beyond spontaneous, chance encounters toward structured business meetings
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Gain clear, measurable insights into the event’s economic impact
The objective was not to add another digital tool, but to create an environment where connections become intentional, measurable, and strategically valuable.
The B2B/2GO solution
Over successive editions, B2B/2GO evolved from a complementary feature into a central driver of the DEFSEC event experience.
Key platform capabilities deployed included:
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Participant profile discovery before the event
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Smart matchmaking and meeting scheduling
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Direct messaging between attendees, exhibitors, and partners
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Detailed reporting to track networking activity and outcomes
This approach enabled participants to actively prepare, identify high-value contacts, and optimize their time on site.
Measurable results (2021–2025)
The evolution of performance indicators highlights a deep transformation in networking behavior.
A. Actively networking participants
Growth: +82%
An increasing number of attendees actively use the platform to plan and manage business interactions, demonstrating sustained adoption over time.
B. Messages exchanged
Growth: +180%
Conversations now begin well before the event, intensify during it, and continue afterward, extending the networking lifecycle.
C. Profile views (“who’s attending”)
Growth: +190%
Profile exploration has become a core behavior. Participants increasingly use the platform as a strategic preparation tool rather than a passive directory.
D. Connections generated via B2B/2GO
Total growth: +239% over four years
This represents an exceptional progression in an industry where networking metrics often stagnate from one year to the next.
Analysis: a shift in networking dynamics
These results clearly illustrate a transition:
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From passive networking based on chance
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To proactive, planned, and outcome-driven networking
The combined growth in:
demonstrates that DEFSEC has shifted to a model where attendees prepare, optimize, and maximize their business meetings.
This is precisely the core value proposition of B2B/2GO.
Increased ROI for all event stakeholders
This sustained growth translates into tangible benefits across the ecosystem.
For participants
For exhibitors and sponsors
For organizers
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Clear proof that the event drives productive business outcomes
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Precise data on economic impact and engagement
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A more measurable, scalable, and credible event model
Through detailed meeting and activity reports, DEFSEC now has an accurate, data-driven view of its event’s real impact on the industry it serves.
Conclusion
The DEFSEC Atlantic case highlights a clear and consistent trend:
The platform:
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expands the reach of networking,
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deepens its value,
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and transforms event dynamics by increasing the productivity of business interactions.
This progression validates the effectiveness of B2B/2GO’s adoption and engagement strategy, delivering measurable, durable, and scalable impact for modern B2B events.
