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.

B2B event marketing is essential and highly engaging, but ROI challenges persist. Marketers should choose the right event format, use technology and AI for better results, and integrate events into broader marketing strategies.

Virtual events became mainstream because of the pandemic. But for long-term success, event organizers and sponsors need a new virtual event playbook with best practices across the event life cycle. Read this report for the checklist.