Virtual Roundtables for European Buyers: How B2B Sponsors Reach Senior Decision-Makers

A practical guide to running a virtual roundtable for senior buyers across Europe.

Why a virtual roundtable suits European buyers

A virtual roundtable is a moderated video discussion for a small group of senior people who share a problem. Eight to twelve guests talk to each other, led by a moderator, for about an hour. Nobody presents to an audience.

Europe is many markets in one region, each with its own language, holidays and habits. A virtual roundtable lets you bring senior buyers from Paris, Amsterdam, Frankfurt, Stockholm and Madrid together for one hour, without asking anyone to travel across borders.

How to run a virtual roundtable for European buyers

The method is the same in every market: choose the audience before the topic, build the group around one question, keep it to about ten guests, invite personally, moderate lightly and follow up within 48 hours. Our guide to running a virtual roundtable covers each step, and our roundtable questions guide helps you write the question. What changes is the detail around timing, calendar and language.

Plan around European time zones

Most of Western and Central Europe is on Central European Time, one hour ahead of London. A session at 11:00 am in Paris or Berlin is 10:00 am in London and 12:00 noon in Helsinki or Athens. Mid-morning, Tuesday to Thursday, suits most of the continent. Clocks change on the same date across the European Union, so the gaps within the region stay the same all year.

Mind the national calendars

Public holidays differ by country and often by region. August is quiet in France, Italy and Spain, and Easter, Ascension and Whit Monday close offices in many countries. Check each country on your list before you fix a date, and avoid the weeks around Christmas and New Year.

Language and data protection

English works for many senior international teams, but a national group may prefer its own language. Decide the language of the session in advance and say so in the invitation. Rules on contacting business people and handling attendee data differ by country, so check that your invitations and records follow the data protection rules where your guests are based.

Virtual roundtable or executive dinner?

A virtual roundtable is faster to organise and easier for guests to attend. An executive dinner builds a stronger personal relationship. Many sponsors use both, starting with a roundtable and inviting the best contributors to a dinner. Our guide to hosting an executive dinner covers the in-person side.

Common mistakes

• Mixing too many languages. A session works best when everyone can speak comfortably.
• Booking in August. Many senior buyers are away.
• Choosing a product theme. Guests come for a problem they share, not for a demo.
• Skipping the follow-up. The session starts the relationship, and it needs a next step.

How ELN runs virtual roundtables for European buyers

ELN builds the guest list around your ideal customer profile, handles the invitations and registrations, and provides the moderator. We run virtual roundtables for buyers across Europe, the UK, North America and beyond. See our B2B virtual roundtables page for how the service works, and our guide to virtual roundtables for US buyers if you also want to reach North America. If you need the right people recruited for an event of your own, look at our delegate acquisition service.

Frequently asked questions

How many guests should a virtual roundtable have?

Around ten. That is small enough for everyone to speak and large enough for a varied conversation.

How long should a virtual roundtable last?

About an hour. Shorter than that and the conversation does not develop, and longer and attendance drops.

What is the best time for a roundtable with guests across Europe?

Mid-morning Central European time, Tuesday to Thursday, avoiding national holidays and August.

Which language should the roundtable use?

Choose the language your guests speak most comfortably, and tell them in the invitation. English suits many international teams.

Next step

If you would like ELN to build a virtual roundtable around your target accounts in Europe, get in touch and we will talk through the audience, the date and the format.