Forrester’s annual State Of B2B Occasions Survey is again! We invite all B2B occasion leaders and practitioners to take part and achieve entry to the most recent B2B occasion market developments to assist form their occasion technique over the following 12 months.
Final 12 months’s Survey
The 2024 iteration of the survey delivered a variety of insights into the evolving occasion combine, precedence focus areas, and approaches to occasion expertise:
Two-thirds of entrepreneurs confronted flat or declining occasion budgets.
Whereas the occasion combine is now multiformat, small and hosted occasions had been by far the fastest-growing occasion format sort in 2024, adopted by webinars.
Higher occasion measurement, maximizing the worth of occasion information, and enhancing post-event attendee follow-up had been the highest three priorities.
There have been stark regional variations when it got here to sustainability, with 79% of EMEA groups saying that this was a precedence in comparison with only a third of North American groups.
Just one in 5 organizations had built-in their main occasion expertise platform with their wider infrastructure, resulting in information silos.
2025 Survey Overview
Whereas occasions proceed to dominate advertising and marketing program spend in 2025, groups face an unsure and difficult atmosphere. Budgets stay underneath stress, youthful attendees need completely different experiences, and expertise stays siloed. To thrive, groups should align occasion plans to enterprise goals and attendee wants and do a greater job measuring occasion influence. The 2025 State Of B2B Occasions Survey will delve into key subjects to assist leaders perceive the atmosphere, together with budgets, occasion combine planning, precedence focus areas, and attitudes about AI.
Confidentiality And Advantages
Relaxation assured that every one survey responses can be stored strictly confidential. The survey itself will take lower than quarter-hour to finish, and all respondents will obtain a complimentary copy of the Forrester stories, The World State Of B2B Occasions, 2024: Entrepreneurs Proceed To Journey A Wave Of Transformation and Reimagine B2B Occasions With AI. We can even share a abstract of the findings when out there in Q2.
Be a part of The Survey
Your enter is invaluable to us! When you’re concerned in operating B2B occasions, take the 2025 State Of B2B Occasions Survey earlier than February 21.
For any questions, please don’t hesitate to succeed in out to Conrad Mills (cmills@forrester.com) or Hannah Jachim (hjachim@forrester.com).
