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10 Best Practices for B2B Event Marketing 2025

Here's How Marketers Can Maximize ROI

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About This Report
B2B marketers are under pressure to prove event ROI. B2B events are a key channel for driving engagement and building pipeline—but the pressure to prove ROI is increasing. Event participation must be strategic and aligned with clear business outcomes. This report reveals 10 data-backed best practices to help sponsors and exhibitors boost engagement, generate pipeline, and turn event participation into measurable business results.
Table of Contents

B2B events are one of the most effective ways to engage buyers, build relationships, and drive pipeline. In fact, 60% of B2B marketers say in-person events are an effective lead generation tactic, according to a November 2024 Endeavor survey. However, rising budget scrutiny and increased competition for buyer attention are intensifying pressure to demonstrate measurable event ROI. Success depends on strategic planning, smart use of technology, and a focus on delivering real value to attendees. B2B brands can drive results by hosting their own events, creating branded experiences at industry conferences, or participating in third-party events as sponsors or speakers.

Here’s what’s in the full report

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4expert perspectives

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    Table of Contents

    1. 1. Make pipeline growth your primary KPI
    2. 2. Choose events for quality sales opportunities, not popularity
    3. 3. Use local field events and micro-events to accelerate deals
    4. 4. Personalize messaging and content by buyer role and funnel stage
    5. 5. Design your booth to drive engagement and ROI
    1. 6. Create hands-on experiences that drive qualified conversions
    2. 7. Use tech tools to improve planning and execution
    3. 8. Use influencers to build credibility and extend reach
    4. 9. Create an always-on event strategy
    5. 10. Run an event postmortem to evaluate performance
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Brian Gates
    RainFocus
    Senior Vice President of Industry Strategy
    Interviewed May 20, 2025
    Kate Hammitt
    Splash
    CMO
    Interviewed May 22, 2025
    Joep Leussink
    AddEvent
    Head of Growth
    Interviewed May 20, 2025
    Jonathan Tam
    EMARKETER
    Senior Vice President, Marketing
    Interviewed May 20, 2025

    authors

    Kelsey Voss

    Contributors

    Eleni Digalaki
    Blake Droesch
    Vladimir Hanzlik
    Executive Editor and SVP, Content
    Emma Noyes
    Graphic Designer, Data Visualization
    Naomi Rebuelta
    Copy Editor
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Emman Velasco
    Chart Editor
    Paul Verna
    VP, Content
    Zia Daniell Wigder
    Chief Content Officer
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