B2B event marketing is essential and highly engaging, but ROI challenges persist. Marketers should choose the right event format, use technology and AI for better results, and integrate events into broader marketing strategies.
Event marketing is crucial to B2B firms because it offers unmatched engagement. But ROI measurement challenges persist, and marketers need to align event types with their objectives. AI is rising in importance, particularly for enhancing event experiences and providing personalized content. Events and the content they produce should be integrated into broader marketing strategies to provide additional value.
Key Question: How can B2B firms use event marketing to drive engagement and ROI effectively?
Key Stat: 25% of US B2B marketers said in-person tradeshows and events are the top areas for spending, according to Sagefrog Marketing Group.
Key Report Features:
- 2 Exportable files for easy reading, analysis and sharing.
- 4 Charts: Reliable data in simple displays for presentations and quick decision making.
- 7 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- The State of B2B Event Marketing
- Key takeaways
- Interviews
- Sources
- Media Gallery
Charts
- Top Areas of Marketing Spending According to US B2B Marketers, Aug 2023 (% of respondents)
- Areas Meeting/Events Professionals in North America See As Challenges for Meeting Planning in 2024
- Technologies Meeting/Events Professionals in North America Expect to Use in Their 2024 Meeting and Events
- AI Tools Used by Meeting/Event Professionals in North America, Jan 2024 (% of respondents)
Interviewed for This Report
- Michael Brenner - Marketing Insider Group, Founder
- Kate Hammitt - Splash, Chief Marketing Officer
- Amy Holtzman - Cheq, Chief Marketing Officer
- Peter Loibl - Content Marketing Institute (Informa), Head of Sales
- Abbegayle Morrow - ALM Global, Vice President of Marketing, Marketing Services, and Events
- Tamara Prewitt - Quantent Marketing, Fractional CMO
- Chris Walker - Passetto, Founder and CEO
