Why do B2B meeting platforms have low attendance rates?

The actual reasons

No-shows are normalized. In B2B, calendar conflicts and last-minute reprioritization happen more than in B2C. People book optimistically, then cancel or skip.

Weak matching reduces commitment: If the meeting isn't genuinely relevant to one party, they'll bail. Many marketplaces let people game the system or match poorly.

Loose confirmation process: A calendar invite isn't enough. Platforms that send reminders, verify interest 24 hours prior, and have cancellation penalties see better show rates.

What actually helps

If you're using a marketplace, ask their attendance rate upfront. Choose one that enforces confirmation steps and penalizes repeat no-shows. On your end: send a pre-meeting message confirming value, set expectations, and follow up fast if someone cancels.