Evolution of B2B event marketing: Capturing ROI and driving results

Evolution of B2B event marketing: Capturing ROI and driving results

The first half of 2023 is coming to a close, and the outlook for the rest of the year and 2024 presents marketers with the unique challenge of refining event strategies while navigating shrinking resources. In today’s economy, companies have had to make difficult budget cuts, and a common target is event marketing.

The internal demand for measurable ROI is rising, and budget approvals for events are increasingly difficult to obtain. Event marketing remains, without question, an incredibly effective tool. But now, marketers must reevaluate their strategies around events of all types. In-house or outsourced, in-person or virtual, intimate or large-scale? These are just some of the factors marketers must consider as they finetune their strategies.

• What challenges do marketers face in effectively capturing ROI in today’s events? How can effectiveness be proven and leveraged to obtain budgets?
• How are companies utilising and executing small-scale events today? Are in-house or outsourced events more effective?
• In what direction is the event marketing landscape headed? In-person or online, small-scale or large? How can marketers find the right mix?