An external client event (a B2B event for clients and partners, a brand event, sometimes lead generation) is an event where you host customers or business partners. The goal is a satisfied client, a stronger relationship, and sometimes lead generation. It typically carries your brand — so white label and a custom visual identity are common. Depending on size, the setup ranges from a simple microsite with registration all the way to a full setup with the attendee app, Networking, and badge printing with QR codes.
Decide:
Size and format — a smaller gathering (golf, dinner) versus a conference-like event with dozens to hundreds of clients.
Languages — typically one or two (the home language plus EN for international clients).
Paid tickets — usually no (the event is free for clients). If yes, follow the conference setup instead.
White label — almost always for brand events (a branded microsite, sometimes a custom app). Handled through customer success.
Integration with the client's own website — does the company have its own event website that just links out to registration? That changes the strategy (see below).
Networking yes / no — if you want to support connections between clients, you need badge printing with QR codes.
An external client event serves the relationship — keeping it, deepening it, activating it. Sometimes the goal is lead generation (a new product, a solution showcase), other times it is pure brand (a CSR event, a party, golf). The setup differs based on whether you want any action from the attendees afterward (expressing interest in a next step) or not.
Modules
Event microsite — the brand ambassador of the event, the first impression. For client events, often white label (the client's domain, their brand). Customer success handles this.
Registration form — additional questions per format (dress code, plus-one, workshop preference).
Invitation e-mail or E-mail campaigns — often a combination (one wave to everyone, follow-up to non-responders only).
Confirmation e-mail — with the QR ticket and a link to the attendee app.
On-site check-in — QR scanning plus badge printing with a QR code (important for Networking — see below).
Attendee app — mobile and web.
Content features
Venue — where the event takes place, map, parking.
Agenda — the structure of the day, blocks.
Contact — the on-site organizer.
FAQ / Custom content — dress code, cancellation, transport, what to expect.
Speakers — who is presenting, bio.
Engagement features
Notifications — push notifications and a news feed during the event.
Content features
Sponsors — if the event has a partner structure (partners who participate).
Exhibitors — less common, but used at events with a parallel product showcase (a showroom).
Engagement features
Attendees (Networking) — for events where you want to support connections between clients. Badge printing with a QR code is then key — the QR code on the badge is used for a quick contact exchange (attendee A scans B, saves them, can message them). Details in How Networking works.
Survey — evaluation at the end, capturing interest in a next step (lead capture).
Registration information (engagement feature) — making the attendee's profile and answers visible in the app.
Polls / audience Questions — for events with a discussion block.
Advanced
White label app — a branded app in the stores under the host's name. Customer success turns this on. Common at large enterprise customers (banks, insurance, IT, healthcare).
Tickets — if the client event is paid (a Networking evening with a fee). The Tickets module is turned on.
Online module — if the event streams for clients who cannot attend in person.
A typical situation: the client has their own microsite on their own domain with their visual identity and content, and wants to use Happenee only for registration, the attendee app, and on-site check-in. Two variants:
The Happenee microsite acts only as a registration form — the client's website links out to the Happenee URL. The Happenee microsite shows just "enter your e-mail" and the form. Event content (Speakers, Agenda) is duplicated on the client's website — it has to be maintained in both places, or via API.
The Happenee microsite holds the content — it is the main channel, and the client's website is just a pointer. Less work.
Trade-off: variant 1 looks more "tailored," but the content has to be filled in twice. Variant 2 is simpler operationally but loses brand continuity. Decide based on how much content the event has and how often it changes. For events with little content (two speakers, three Agenda items), the duplication does not pay off — go with variant 2 plus white label.
Sessions with workshop registration — unnecessary for a smaller client event. The Agenda has three to five items and everyone follows the same path.
My Agenda — an automatic feature that turns on with the Agenda; for a simple event, it adds nothing.
Leaderboard / gamification — usually overkill at a B2B event (clients do not collect points like at team-building). Exception: an educational event with talks where the goal is to bring people into the discussion.
Online module — only for genuinely hybrid events.
Exhibitors / Sponsors — unnecessary for a classic client dinner or golf event. If the event has no partners, do not turn it on.
Seating — only at formal dinners with a planned seating arrangement.
Before the event
Save the date — an e-mail campaign without registration, just the date, venue, and a link.
Invitation e-mail (or E-mail campaign) with a registration link. For B2B events, typically a direct link (only the invited person can register).
Confirmation e-mail — right after registration, with the QR ticket and a link to the app.
Reminder 3–5 days before the event — a campaign with details (dress code, transport, ICS file).
Reminder on the morning of the event — QR code plus how to find the venue.
During the event
Push notifications — opening, changes, highlight moments.
Networking — at registration, mention that attendees can exchange contacts via the QR code on the badge.
Polls / audience Questions — if there is a discussion block.
Live photos / album — sometimes shared in the app, sometimes only post-event.
After the event
Follow-up e-mail — thank-you, photos, optionally outputs (materials, presentations).
Survey — evaluation, capturing interest in a next step (a new call, a demo, a contact).
CRM entry — manually or via API (client + interest + next event).
Plan a branded app in the stores at least 6–8 weeks ahead. Customer success has a concrete timeline. At the last minute, use the web version of the app (it works immediately).
Either the client links only to Happenee (a single source of truth), or the two places sync via API. Manual updates never keep up.
If you want Networking, print on a large 80 × 50 mm badge with a QR code. The small badge cannot fit a QR code.
For B2B client events, use a direct link (only the addressee can register). A public link only makes sense for open events or guest lists (example: fifty VIPs with a direct link to a paid event for free registration).
Plan the follow-up before the event. An E-mail campaign with a send date, content prepared, Survey ready. After the event, you no longer have the capacity.
