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.

This FAQ explores why event marketing is growing, what new technologies are changing the event landscape, and how marketers should approach event strategy in 2026.

LinkedIn released a report on the trends shaping small businesses in 2026, proving that technology, trust, and relationship building will be the pillars of success for small businesses in the years ahead. Despite the unique roadblocks small businesses face amid current macroeconomic conditions, success is possible for those who stay on top of emerging technologies, invest in their digital presence, and build professional relationships.

Gen Z is looking for “besties,” said speakers at ZCON, a conference featuring Gen Z speakers, creators, marketers, and business leaders. Speakers and attendees emphasized connections, personal branding on social media, platforms for networking, and more. Here are four takeaways from the event.

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.

Last month, Atlantic writer Ian Bogost posed the incendiary question, “Is the age of social media ending?” No, according to our analysts. But it’s definitely changing, which presents an opportunity to reach younger consumers.

WhatsApp suffers a global outage: The world’s most popular messaging app went dark in various countries, underscoring the fragility of centralized communications and piling on Meta’s troubles as it prepares for its Q3 earnings call.

LinkedIn joins the race against Clubhouse: The platform is the latest to announce its own live social audio feature. It could stand out in the audio wars by focusing more heavily on structured events like conferences and webinars, which would also help it attract B2B marketers.

In addition to building next-generation smart network infrastructure, 5G startups are piloting use cases across industries that take advantage of the performance advancements of 5G connections.

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.