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