• Today’s decision-makers skew younger and more female, with 45% under the age of 35 and over half being women. B2B brands like Cisco are leveraging live music festivals, such as BottleRock Napa Valley, to engage with more diverse audiences. Beyond captivating fans with its technology story, Cisco nurtured business relationships in its onsite suite, hosted clients and prospects, and partook in festival activations. Its story underscores the importance of emotional connections and in-person interactions at such live events for B2B brand engagement.