Forrester’s annual State Of B2B Events Survey is back! We invite all B2B event leaders and practitioners to participate and gain access to the latest B2B event market trends to help shape their event strategy over the next 12 months.

Last Year’s Survey

The 2024 iteration of the survey delivered a number of insights into the evolving event mix, priority focus areas, and approaches to event technology:

  • Two-thirds of marketers faced flat or declining event budgets.
  • While the event mix is now multiformat, small and hosted events were by far the fastest-growing event format type in 2024, followed by webinars.
  • Better event measurement, maximizing the value of event data, and improving post-event attendee follow-up were the top three priorities.
  • There were stark regional differences when it came to sustainability, with 79% of EMEA teams saying that this was a priority compared to just a third of North American teams.
  • Only one in five organizations had integrated their primary event technology platform with their wider infrastructure, leading to data silos.

2025 Survey Overview

While events continue to dominate marketing program spend in 2025, teams face an uncertain and challenging environment. Budgets remain under pressure, younger attendees want different experiences, and technology remains siloed. To thrive, teams must align event plans to business objectives and attendee needs and do a better job measuring event impact. The 2025 State Of B2B Events Survey will delve into key topics to help leaders understand the environment, including budgets, event mix planning, priority focus areas, and attitudes about AI.

Confidentiality And Benefits

Rest assured that all survey responses will be kept strictly confidential. The survey itself will take less than 15 minutes to complete, and all respondents will receive a complimentary copy of the Forrester reports, The Global State Of B2B Events, 2024: Marketers Continue To Ride A Wave Of Transformation and Reimagine B2B Events With AI. We will also share a summary of the findings when available in Q2.

Join The Survey

Your input is invaluable to us! If you’re involved in running B2B events, take the 2025 State Of B2B Events Survey before February 21.

For any questions, please don’t hesitate to reach out to Conrad Mills (cmills@forrester.com) or Hannah Jachim (hjachim@forrester.com).