Curious about how some events manage to create those powerful, lasting partnerships that elevate them from good to great? Anick Beaulieu, CEO of C2, knows exactly how to forge these game-changing relationships.
Anick leads C2, a global leader in creative business events. Under her leadership, C2 Montréal draws more than 7,000 participants from over 60 countries each year and has earned recognition as the "Most Innovative Conference" by BizBash. Through her work with industry giants like Amazon, Twitch and EY, Anick has built a reputation for linking strong partnerships with measurable business results. Today, she shares how you can use partnerships to make your events more impactful and successful.
In this post, we’ll explore Anick’s strategies for identifying potential partners, building lasting relationships, and using these collaborations to strengthen your events. Let’s dive into her valuable insights.
Expert Insights:
Finding the Right Partners for Your Event
When it comes to building strong partnerships, Anick stresses that it's not just about shared values but also about finding partners who see the bigger picture and are willing to take risks with you. One of the secrets to C2’s success has been aligning with companies that want to push boundaries. For example, Anick mentions C2’s partnership with Amazon wasn’t just about co-hosting an event—it was about crafting immersive experiences that deepened Amazon’s relationship with their top-tier clients. Amazon wanted an event that reflected its forward-thinking brand, so C2 helped design a multi-sensory experience that went beyond traditional presentations. Together, they created interactive, tech-driven activities that showcased Amazon’s latest innovations, allowing clients to experience the brand in an unforgettable way.
“When you want to challenge the status quo, you need a partner who is willing to take risks and collaborate to achieve something greater.” - Anick Beaulieu
At C2, partnerships are formed by identifying companies that are open to trying something new, even if it means stepping out of their comfort zone. By partnering with companies like Amazon and Twitch, C2 creates events that offer more than just traditional sessions and networking. Instead, they provide immersive, engaging experiences that leave a lasting impression.
Steps to find the right partners:
- Look for partners who share your vision and are open to taking calculated risks. Make sure they see the long-term potential in working together, not just the immediate benefits.
- Initiate conversations based on mutual goals. Find ways both parties can benefit and collaborate to achieve something more meaningful than either could do alone.
Building and Nurturing Long-Lasting Relationships
Anick emphasizes that building lasting partnerships is not a one-time effort—it requires ongoing collaboration and flexibility. She shares the example of C2’s long-standing relationship with EY, which has spanned over seven years and multiple cities like Boston, San Francisco, and Amsterdam. What keeps this partnership strong is the willingness to continually evolve. Each year, they refine their approach, introduce new ideas, and find fresh ways to engage attendees.
According to Anick, long-term partnerships work best when both parties are open to adapting as the needs of the event and the partner evolve. For example, as EY’s priorities shifted, C2 worked closely with them to make sure that each event reflected those new goals, keeping things exciting and relevant for both the client and the attendees.
“We don’t just deliver the same thing year after year—we adapt, we innovate, and we find new ways to keep the event fresh,” Anick explains.
Important steps to keep in mind are:
- Keep your partnerships flexible. Be open to changing strategies as your partner’s needs evolve, and look for ways to continue adding value.
- Communicate regularly with your partners. Frequent check-ins help ensure you’re both on the same page and working toward common goals.
Leveraging Partnerships to Create Unique Experiences
C2’s success comes from more than just finding great partners—it’s about collaborating to create unforgettable experiences. One of the standout examples is their collaboration with BrainDates, a Montreal-based company that uses AI to help attendees connect with others based on shared interests. This partnership has transformed the way networking happens at C2 events. Instead of generic meet-and-greets, attendees are matched based on common goals, leading to more meaningful conversations and lasting connections.
Anick highlights that these partnerships don’t just bring in new technology—they enhance the overall experience of the event. BrainDates, for instance, has become a core part of C2’s offering, helping attendees leave with valuable connections that last long after the event ends.
“Through partnerships, we bring new, innovative elements into the fold that surprise and engage attendees.” - Anick Beaulieu
Action steps to leverage your partnerships and create unique experiences:
- Incorporate tech solutions that enhance the attendee experience. Look for ways to use technology to create more personalized and engaging event experiences.
- Co-create experiences with your partners. Don’t just use their products or services—collaborate on how to best integrate them into your event to maximize their impact.
Maximizing the Value of Strategic Partnerships
Anick stresses that a great partnership doesn’t end when the event does. One of C2’s strategies is maintaining engagement with their partners throughout the year, ensuring that both sides see ongoing benefits. For example, their work with brands like Twitch and EY doesn’t stop after a single event. These partnerships extend into post-event content, follow-up initiatives, and new opportunities to collaborate on future projects.
One way C2 ensures the long-term value of these partnerships is by setting clear success metrics from the start. Whether it’s attendee engagement, lead generation, or content impact, Anick’s team tracks every aspect to make sure both C2 and their partners achieve measurable results.
Quick tips to maximize the value of your partnerships:
- Define success metrics at the beginning of your partnership. Agree on what success looks like for both parties, and track your progress throughout the collaboration.
- Keep the relationship active beyond the event. Explore ways to maintain engagement through follow-up initiatives, new collaborations, or ongoing content creation.
Case Studies: Partnerships That Deliver Real Results
C2’s partnerships don’t just exist on paper—they have produced tangible results. One standout example is their collaboration with EY’s “Innovation Realized” event series. Over the course of seven years, C2 helped EY engage their top clients through interactive and immersive experiences, leading to increased client retention and stronger relationships.
Another example is their partnership with BrainDates, which transformed networking at C2 events. By using AI to match attendees based on shared interests, BrainDates has created a more personalized and valuable experience for participants, setting C2’s events apart from the competition.
These case studies show that when you build partnerships based on shared goals, trust, and creativity, the results speak for themselves.
Important steps to keep in mind are:
- Use real-world examples to show the value of your partnerships. Demonstrating past successes can help you attract new partners and deepen existing collaborations.
- Continue innovating within your partnerships. Even long-standing collaborations should evolve with new ideas and approaches to keep them relevant and impactful.
Anick Beaulieu’s insights show that building strategic partnerships requires more than just signing a contract—it’s about finding the right fit, collaborating on new ideas, and maintaining long-term relationships that deliver value. By focusing on shared goals, clear communication, and ongoing innovation, you can create partnerships that elevate your events and leave a lasting impression.
Ready to take your partnerships to the next level? Apply these strategies and watch your events thrive.
To dive deeper into Anick's insights, watch the full episode here:
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