Event Marketing Statistics: Powering Your Event Strategies with Data-Driven Insights


event marketing statistics

Navigating the rapidly evolving event industry can be challenging.

As event formats and attendee expectations shift, understanding trends becomes vital. You might feel overwhelmed trying to figure out your best approach or how to ensure your event’s success. But don’t worry; we’ve got the data you need.

The event industry shows no sign of slowing down. The event marketing industry is expected to grow to $36.31 billion by 2026 at a CAGR of 12.96% (Daedal Research).

B2B event marketing has the most significant share of the industry, with 40%.

Event marketers are taking note, as 73% of event marketers reported budget increases for 2023 (Splash).

This article presents the latest industry event marketing statistics, providing valuable insights for your strategies. So let’s dive into these key data points to help you confidently navigate the ever-changing event landscape.

In-Person Event Statistics

In-person events are a cornerstone of many organizations’ marketing and business development strategies. Despite the recent rise in the popularity of virtual events, nothing quite compares to the power of face-to-face interactions. These statistics delve into in-person events, providing insights into their prevalence, effectiveness, and the challenges organizers face.

  • 47% of event marketers say that in-person events have the highest ROI (Splash)
  • In-person events are proven money-makers, so 83% of event marketers include them in their strategy. (Splash)
  • In-person events are the number one B2B marketing technique (LinkedIn)
  • 97% of media marketers say in-person events are crucial. (Zippia, 2023)
  • Respondents remain drawn to in-person events, with 80% saying they would select this format over the remote alternative. Only 1% preferred remote over in-person, with all other factors equal. (Freeman, 2023)
  • There are at least 255 major convention centers in the U.S. (Zippia, 2023)
  • Every year up to 40 million Americans attend business events. (Zippia, 2023)
  • 76% of all event attendees go for networking purposes. Events are crucial for marketers and attendees to create high-quality leads and partners. 89% of professionals agree that face-to-face interaction is the best way to close business deals. (Zippia, 2023)
  • The top 5 meeting destinations in Europe are Madrid, Barcelona, London, Paris, and Manchester. (Global Meetings and Events Forecast, 2022)

Virtual Event Statistics

The rise of technology has enabled a new era of virtual events that transcend geographical boundaries and offer unprecedented access to a global audience. These statistics highlight key factors attracting attendees to virtual events, the prevalence of this format, and the challenges faced in creating engaging virtual experiences.

  • The top five things that attract virtual event attendees are education/content, on-demand access, session time, the reputation of the event, and networking. (Skift Meetings, 2022)
  • 71% of event marketers plan to continue investing in virtual events. (Zippia, 2023)
  • 41.5% of event professionals say they will pay up to $5,000 for new virtual event technology. (Zippia, 2023)
  • 19% of companies hosting virtual events also aim to increase brand awareness. (Zippia, 2023)
  • 52% of B2B and 43% of B2C respondents plan on charging attendees a fee to access events virtually. (Agency E.A., 2022)

Hybrid Event Statistics

Hybrid events, which merge in-person and virtual experiences, are gaining popularity among organizations for their versatility and wider audience reach. The statistics in this section spotlight the ascending trend of hybrid events, their advantages, the hurdles they present, and the crucial role of technology in enabling their success.

  • Making physical and digital experiences equally good is the top perceived challenge for hybrid event marketers (MarketingCharts)
  • 54% of marketers named richer audience insights a valuable reason to go hybrid for flagship B2B events. (Forrester, 2022) 
  • Challenges associated with hybrid events include connectivity issues, engaging virtual and in-person audiences simultaneously, scheduling for international audiences, and increased preparation time. (Markletic, 2022)
  • 71.1% of event organizers say connecting the in-person and virtual audience is their biggest challenge. (Markletic, 2022)
  • 67% of event organizers state that technology to ensure a smooth experience is a challenge or concern. (Markletic, 2022)
  • 35% of event organizers say finding the right venue to host a hybrid event is challenging. (Markletic, 2022)
  • 32.9% of event organizers say they’ve experienced connectivity issues during hybrid events. However, only 12% state that they’d arrange backup internet connections. (Markletic, 2022)
  • 46% of event organizers say speakers had difficulties simultaneously engaging a virtual and in-person audience. (Markletic, 2022)
  • 39% of people who attended hybrid events said they felt not included in the event. (Markletic, 2022)
  • 49% of event organizers said they faced difficulties scheduling the event for an international audience with multiple time zones. (Markletic, 2022)
  • 38% of event organizers say hosting a hybrid event takes more preparation than a dedicated in-person or virtual event. (Markletic, 2022)

B2B Event Industry Statistics

B2B events generate leads, foster partnerships, and promote thought leadership. From insights into the preferences of B2B marketers to the impact of event data, these statistics shed light on the current landscape and future direction of the B2B event industry.

  • 89% of B2B marketers said capturing and leveraging event data positively impacted their marketing strategy. Their top three metrics are the number of leads generated, satisfied decision-makers, and new/increased sponsorships. (Agency E.A., 2022)
  • Next Gen Event Goers (NGEG ages 20 – 44) seek greater connection to their colleagues and industry, more hands-on learning experiences, and a clear value proposition that aligns with their work/life priorities. (Freeman, 2023)

Event Marketing Budget Statistics

Budgeting is a critical component of event marketing, affecting everything from the scope of the event to the channels used for promotion. These statistics provide an overview of how much companies invest in their event marketing initiatives, providing insights that could help guide budget decisions.

  • On average, 9.4% of the CMO marketing budget goes to live events (Zippia, 2023)
  • 73% of event marketers reported budget increases for 2023 (Splash).
  • Event marketers say their biggest challenges are insufficient team members (26% cite this as a big issue) and insufficient budget (23%). (Marketing Profs, 2023)

Event Technology Statistics

Event technology is evolving rapidly, offering new tools and platforms to streamline planning, boost engagement, and measure success. These statistics explore how marketers leverage these technologies, their spending in this area, and the perceived challenges and needs for event tech.

  • 41.5% of event professionals say they will pay up to $5,000 for new virtual event technology. (Zippia, 2023)
  • Currently, 19% of marketers manage 4–7 different event technology providers to meet their needs (Forrester, 2023)
  • 81% of event practitioners would hold more events if they had the right tools. (Splash, 2023)
  • The scale and impact of any event program depend highly on the event tech a team chooses. Without the right tools, there are silos, inefficiencies, and an inability to prove impact and ROI. (Splash, 2023)

Event Sponsorship Statistics

Event sponsorships can significantly impact the success and scale of an event. Sponsors not only provide financial support but can also enhance the event’s reputation and reach. These statistics highlight the growing number of sponsors and their influence on the event industry.

  • The rise in the number of sponsors globally brings a hike in the Events Industry market; sponsors are considered a backbone of the event market because it is the initial source of funding to host the events. (Cision, 2022)
  • 33% of businesses spend 21% or more of their total events budget on sponsoring events. (Bizzabo, 2022)

Event ROI Statistics

The intricacies of calculating event ROI present a labyrinth for many event professionals, yet it’s critical to understanding event performance and guiding strategic planning. Delve into this data to uncover the markers of success, the ROI potential of digitization, and the metrics that matter most in today’s event landscape.

  • 79% of marketers generate sales through events. Additionally, 85% of these marketers agree that events increase lead generation and sales. (Zippia, 2023)
  • 83% of brands report increased sales from event marketing. And there’s a reason why, as up to 74% of event attendees agree, their opinion of the company/brand improved after attending. (Zippia, 2023)
  • 36% of marketers selected “increased ROI” as the top benefit of hosting events with more digital components. (Forrester, 2022)

Attendee Engagement Statistics

Engaging attendees is a critical aspect of successful events. From the reasons people attend events to the effectiveness of various promotional strategies, these statistics provide a deep dive into what drives attendee engagement.

  • Attendees gauge event success by the number of new business opportunities generated (Emerald)
  • According to a recent survey of 670 event professionals across industries and job roles in the U.S. and Europe, attracting the right attendees is the top factor for a successful event program. The survey found that 32% of respondents cited this as the key, up from 26% in the previous year’s survey. (MarketingCharts, 2023)
  • 84% of event planners use attendee satisfaction as a KPI. 82% of event planners use attendee engagement as a KPI. (Zippia, 2023)
  • Getting attendees has not been easy. Sixty-two percent of marketers cited creating demand for an event as the biggest challenge in 2022 (Forbes, 2023)

General Event Industry Statistics

The global event industry is vast and dynamic, encompassing everything from small, intimate gatherings to massive international exhibitions. It is an engine of economic activity and a platform for networking, learning, and celebrating. These general event industry statistics provide a holistic view of the sector, including its current worth, projected growth, employment trends, and overall influence on business success. They offer invaluable insights for anyone involved in event planning, marketing, or sponsorship.

  • The global event industry is expected to experience a CAGR of 13.48% through 2028. (Zippia, 2023)
  • As of 2022, the U.S. event industry market size is just under $3.2 billion. (Zippia)
  • In 2023 global exhibition revenue levels are expected to reach 94 percent of 2019 levels on average and, excluding China, up from 80 percent in 2022. (Skift, 2023) 
  • The global event planning industry is expected to have a CAGR of 11.2% by 2028. Event management software alone is expected to reach $16.11 billion in value by the same year. (Zippia, 2023)
  • The Global Events Industry Market size is projected to reach USD 2,194.40 Billion by 2028 (Cision, 2022).
  • 19% of respondents say the format of the specific event does not necessarily dictate their choice; rather, any event that offers a clear value proposition. (Freeman, 2023)

Event Marketing Tactics

In the rapidly evolving event industry, effective marketing tactics are paramount. With various channels, marketers are leveraging key strategies to promote and engage. Delve into the data below to discover the pivotal roles of email, video, and social media in today’s event promotion landscape.

  • 75% of marketers say email is their most effective promoting strategy. Up to 45% of event ticket sales come directly from those emails. (Zippia, 2023)
  • 87% of marketers use email marketing for event promotion. Email marketing is the second most popular method of event promotion, just behind social media at 89%. (Zippia, 2023)
  • 47% of event planners will use video in their event promotion this year. (Zippia, 2023)
  • 92% of marketers plan to integrate social media into their events. (Zippia, 2023)

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