Most B2B websites still treat every visitor the same: one page, one message, one form at the bottom. Buyers have moved on. They want to find their own way to the answer, from real people they can trust, without booking a call to get it.
That's why we built ReelFlow. We put short videos of real people onto a website, so visitors pick what they want to hear about and the page responds to them.
Getting people on camera is where most video plans stall, so we don't stop at software. We plan, script and film the videos with our customers, then help put them live. Our player is now live on more than 60 customer websites, across a range of customers including the likes of Easyfairs, Informa Markets and CloserStill.
Why events
Events are where this problem bites hardest, and they're a growing part of our business.
Events are, by their very nature, human. People go to meet people, hear from them first hand and make connections they couldn't make anywhere else. Yet the websites that sell them are often static and faceless – a wall of text, a floor plan and a booking form, with none of the people who make the event worth going to.
An event is a product nobody can try before they buy. A visitor can't sample the show floor before registering, an exhibitor can't test a stand before committing budget, and a sponsor can't preview the audience before signing. So the website ends up doing most of the selling.
It also has to sell to all three at once. One site, three audiences, three different questions: is this worth my day, will I meet the right buyers, will the right people see my brand?
The people who can answer those questions best already exist: the event director, the sales team, past exhibitors, returning visitors. The hard part has always been getting them on camera and turning that into something the website can use. That's the gap we're closing.
Why having Adam on board matters
Building for events means building for an industry with its own habits: how organisers buy, how they budget, and which technology sticks after the first show. Adam has spent more than 20 years learning exactly that. He founded AMP Events in 2013, which runs Event Tech Live, the Event Technology Awards and the ET50, co-founded Event Industry News and hosts the Event Tech Talk Show.
Few people have seen more event technology come through the industry, and he's been honest with us about what event organisers will find most useful (and what they won't!) That honesty is what makes him so valuable. It means we can build what organisers actually need, not what we assume they need.
He also knows ReelFlow from the customer's side. AMP Events uses it on the Event Tech Live website and in FFAIR, where exhibitors manage their stands, so his advice comes from seeing ReelFlow work first hand.
What Chris and Adam say
Events aren't new territory for Chris either – he previously co-founded Akkroo, the event lead capture business, and took it through to exit.
"An event is a product nobody can try before they buy, so the website ends up doing most of the selling, and that's the problem we've been working on. Adam has seen more event technology come through the industry than just about anyone. Having him alongside us as we grow in events makes a real difference."
– Chris Wickson, Co-Founder, ReelFlow
"Most event websites still work like a brochure, the same page for a visitor, an exhibitor and a sponsor, and organisers know they need to do better but getting people on camera is where it usually stalls. What I liked about ReelFlow is that Chris and the team plan it, film it and help put it live, so it actually gets done, and when you give people a choice on the page you can see what they care about. We use it ourselves on the Event Tech Live website and in FFAIR, where our exhibitors manage their stands, so I've seen it working first hand. I'm looking forward to helping them get it in front of more organisers."
– Adam Parry, Founder, Event Tech Live
See it first
We're marking Adam's appointment with The Future of Event Websites: How Interactive Video Is Changing the Experience, a 30-minute webinar hosted by Adam with Chris and Andy at 10:00 GMT, on Wednesday 28 October. It includes the first public look at our new concept site for event organisers. Register here.
You can also find us at Event Tech Live, 11 to 12 November 2026 at Excel London, where we're exhibiting at stand E6. Come and say hello!
