B2B events face higher expectations and tighter scrutiny. Attendees want experiences that justify the trip, while marketers are increasing investment before execution maturity has caught up. Gaps show up in agenda design, networking quality, and ROI.

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.