Event marketing is crucial to B2B firms because it offers unmatched engagement. But ROI measurement challenges persist, and marketers need to align event types with their objectives. AI is rising in importance, particularly for enhancing event experiences and providing personalized content. Events and the content they produce should be integrated into broader marketing strategies to provide additional value.

Key Question: How can B2B firms use event marketing to drive engagement and ROI effectively?

Key Stat: Twenty-five percent of US B2B marketers said in-person tradeshows and events are the top areas for spending, according to Sagefrog Marketing Group.