From Zoom to Sauna: How Physical Experiences Are Becoming B2B’s Secret Weapon
Wait, They Bought an Island?!
That was my honest reaction when I heard that Enfuce—a fintech company, no less—purchased an actual island to host customer experiences.
Not a resort. Not a WeWork space. A real Nordic island.
At first, it sounded like a PR stunt. But after speaking with Vanessa Schotes, CMO of Enfuce, I realized something deeper was at play. In a world overflowing with digital touchpoints and automated campaigns, B2B companies are hitting a ceiling. And Enfuce just found a bold way to break through it—with real, physical, memorable experiences.
The Digital Plateau Is Real
Everyone is doing the same thing.
LinkedIn ads? Check. Automated emails? Check. Whitepapers? Yep. Product demos? Everywhere.
And while all of this works—for a while—it also means everything is starting to blur together. Especially in fintech, where messaging, branding, and offerings all sound suspiciously identical.
The result? Buyers feel stuck choosing between clones. And when their decision could make or break their career, that’s a problem.
Buyers don’t just want data—they want trust. And you can’t automate that.
Why Going Physical Works
When you’re making a high-stakes B2B decision, you're not just picking software—you’re choosing a partner. And that kind of trust is hard to build on Zoom.
Enfuce’s island creates space for clients to engage deeply with their team and culture. The vibe? Authentic, local, and intentional. It is not a flashy resort, but a reflection of the company’s Nordic roots and values.
Guests walk trails, use handmade soaps, sit in saunas, and attend strategy sessions—all thoughtfully designed. It is the kind of experience that says, “we sweat the small stuff—and we’ll do the same for you.”
That level of detail speaks louder than any deck.
It’s Not About the Island
Your company doesn’t need to buy a private island. But you do need to rethink how you build trust.
Ask yourself:
What physical spaces reflect our brand’s DNA?
How can we create real-life touchpoints that feel meaningful?
What can we do that’s memorable and ethical?
It could be a manufacturing facility tour. A strategy retreat on-site. A team hackathon. As long as it’s you and not a copy-paste event, it works.
Redefining Success Metrics
The ROI of these experiences isn’t just measured in leads—it’s in relationship depth.
Look for signals like:
Strategic account expansion
Client referrals and advocacy
Public praise from customers who felt the experience
When your customers start saying, “we felt the difference”—that’s the win.
Digital + Physical = Real Differentiation
Enfuce isn’t ditching digital. They’re enhancing it. Their island strategy is woven into broader campaigns—follow-up emails, videos, and social content that reinforce the connection.
This is not about abandoning automation. It’s about making it mean something.
Final Takeaway
Most B2B marketers are still trying to win with the same playbook. But the next competitive advantage isn’t louder ads or more retargeting. It’s deeper relationships.
And the bold ones—like Enfuce—are showing the way.
You don’t have to go buy a forest. But you do have to get real about trust.
Want to future-proof your strategy? Go beyond digital. Get physical