‘The 2024 Event Marketer’s Playbook’: The Ortus Club’s Latest B2B Report for Event Marketing Transformation

Singapore, December 5, 2023—In a landscape constantly reshaped by digital transformation and fluctuating B2B marketing trends, The Ortus Club unveils its latest endeavour, ‘The 2024 Event Marketer’s Playbook.’ This comprehensive report—born from a series of 50 roundtables and the collective insights of 437 marketing leaders across APAC and North America, including top figures from Fortune 500 companies like Google, Microsoft, Meta, and Amazon—serves as a beacon for B2B event marketers navigating the complexities of today’s marketing world.

‘The 2024 Event Marketer’s Playbook’ delves deep into the challenges and innovative strategies employed by top B2B event marketers all around the world. It’s a reflection of The Ortus Club’s year-long journey in 2023, hosting roundtables with top marketing executives to dissect and understand the evolving realm of B2B event marketing. This comprehensive report aims to extract insights from two distinct markets—APAC and North America—and provide a macro and micro perspective beneficial for marketers across the globe.

One of the standout findings from the B2B report is the identification of similar challenges faced by event marketers in markedly dissimilar regions, exemplifying the fact that organisations can stand to learn from real-world experiences and examples from the other side of the globe. For example, for North American marketers, measuring the Return on Investment (ROI) of events stands as the number one challenge, with 52.6% highlighting this issue. On the other hand, this is the second most significant challenge for marketers in the APAC region, with a slightly higher percentage of 53.6%.

Additionally, the report unveils the top solutions sought by marketers across the world. For instance, Improving marketing technology emerges as the foremost solution for marketers in the North American region, with 49.5% identifying it as their primary strategy. For APAC marketers, this is the second most favoured solution, accounting for 51% of respondents. These statistics not only underscore the common hurdles in event marketing across different geographies but also highlight the regional priorities in addressing these challenges.

Other key findings of the report include:

• • • Enhancing B2B CRM through cultural insight: The report emphasises the importance of blending CRM integration with cultural nuances to enhance personalised customer experiences, providing sample strategies and points of emphasis from organisations worldwide
    • The importance of financial prudence in B2B event management: It highlights the necessity of synthesising budget optimisation, resource allocation, and comprehensive cost analysis for effective event management. While a common area of concern worldwide, the priority list varies greatly across geographies.
    • Maximising event engagement with real-time analytics: The playbook underscores the role of advanced analytics and feedback mechanisms in refining customer insight gathering. It also provides insights into how companies are striving to continuously improve this.
    • Elevating B2B performance through collaborative expertise: Insights on how collaborating with industry experts is amplifying the effectiveness of event marketing strategies.

‘The 2024 Event Marketer’s Playbook’ highlights the distinct approaches to event marketing in several regions, marrying them to provide strategies that marketers can adopt, regardless of location. For example, North America’s approach is shaped by its mature markets and established business practices, focusing on a structured, methodical strategy. In contrast, APAC’s diverse and rapidly evolving economic landscape emphasises personalisation and cultural sensitivity. The divergence and overlap in these insights underline the importance for global companies to appreciate these regional differences and tailor their event marketing strategies accordingly, blending universal principles with regional specificities for effective cross-regional marketing.

For professionals seeking to excel in B2B event marketing, ‘The 2024 Event Marketer’s Playbook’ is indispensable. It offers a holistic perspective on the evolving trends and effective strategies in event marketing, transcending geographical boundaries while respecting regional nuances. This playbook is a roadmap to innovation and success, providing valuable insights for understanding regional market dynamics, drawing inspiration from successful strategies, and staying ahead of emerging trends.

‘This playbook is a roadmap to innovation and success, providing valuable insights for understanding regional market dynamics, drawing inspiration from successful strategies, and staying ahead of emerging trends.’