This comprehensive report explores the evolving role of B2B events in achieving key marketing objectives. It provides valuable insights from a recent survey of our community of B2B marketers, highlighting how in-person, virtual, and hybrid events are being leveraged to build engagement, trust, and loyalty among target audiences.
The findings highlight the importance of events as a critical channel within broader marketing strategies, revealing key trends, challenges, and measurement approaches that are shaping the future of event marketing.
Key Takeaways:
- Events are essential for marketing success: The report reveals that 74% of marketing leaders rate events as either “very” or “extremely valuable” to their overall marketing strategy. In-person events remain particularly vital, offering unmatched opportunities for deep engagement and relationship-building.
- Challenges in measuring ROI: While events are highly valued, measuring their impact remains a challenge. Over 36% of respondents are unsure about the ROI of their events, highlighting a critical need for improved metrics and data integration to justify investment and optimize future strategies.
- The rise of virtual events: Virtual events have become increasingly popular, providing flexibility and accessibility. However, creating an engaging experience is a significant hurdle, requiring careful planning and the strategic use of technology.
- Leveraging event technology and AI: Event technology plays a pivotal role in capturing data, streamlining processes, and enhancing personalization. The integration of AI and advanced analytics is anticipated to further refine event strategies, offering deeper insights into attendee behavior and engagement.
Download the full report to explore detailed insights and strategies for leveraging B2B events to drive marketing success
