Event Marketing Statistics 2024
– Everything You Need to Know

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Event Marketing Statistics 2023: Facts about Event Marketing outlines the context of what’s happening in the tech world.

LLCBuddy editorial team did hours of research, collected all important statistics on Event Marketing, and shared those on this page. Our editorial team proofread these to make the data as accurate as possible. We believe you don’t need to check any other resources on the web for the same. You should get everything here only 🙂

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Top Event Marketing Statistics 2023

☰ Use “CTRL+F” to quickly find statistics. There are total 174 Event Marketing Statistics on this page 🙂

Event Marketing “Latest” Statistics

  • In the last six months (July – December 2021), 68% of B2B marketers and 63% of B2C marketers reported hosting live, in-person events, and 81% plan to host live events in 2022.[1]
  • According to 75% of B2C marketers, in-person events are essential to the success of their brand.[1]
  • Brands believe that their budgets for events and experiential marketing will match or exceed those they had before the pandemic.[1]
  • One of the top five marketing strategies that businesses currently employ is experiential marketing.[1]
  • After participating in a brand activation or experience, 91% of consumers indicated that they would be more likely to purchase the brand’s product or service, and 40% stated that they would become more loyal to the brand.[1]
  • Virtual events that are free or low-cost are missed by 67% of consumers.[1]
  • When compared to in-person events, 52.9% of event marketers find it difficult to create memorable and engaging experiences for virtual attendees.[1]
  • 20% of event planners said they planned events only online in 2021; that percentage fell to less than 5% in 2022. According to a report from Q2 2021, only 42% of people who attended a virtual event said they made it through the entire event.[1]
  • A hybrid event format is anticipated by 63% of event planners in the near future.[1]
  • Events are heavily invested in by 83% of B2B marketers.[2]
  • In 2016, 16.3% of marketers plan to increase their marketing budget.[2]
  • According to 28% of event coordinators, the shows they organize will necessitate group decision-making with senior management support from sales, marketing, and product development.[2]
  • In 2016, 56 percent of marketers will have an increased budget.[2]
  • 63% of event planners consider past performance when deciding whether or not to attend a tradeshow or convention.[2]
  • 2016 will see a decrease in event spending by 12.8% of marketers.[2]
  • In 2015, in-person trade shows accounted for 14% of B2B marketers’ budgets.[2]
  • When it comes to organizing an event, the budget is cited as the biggest obstacle by 45 percent of planners.[2]
  • For their events, 59% of B2B companies never charge.[2]
  • Positioning an exhibit on the sales floor, according to 56% of directors of marketing, is the most important factor in maximizing RO/ROI.[2]
  • Event ROI is only measured by 34% of marketers using new referrals, lead quality, deal closure, sales value, and cross-sell/upsell opportunities.[2]
  • 32% of marketers report being dissatisfied with the methods they use to measure ROI.[2]
  • Event marketing yields a 3:1 ROI for 44% of marketers.[2]
  • The amount of media exposure generated is, according to 70% of marketers, the most common metric used to evaluate event ROI.[2]
  • 22 percent of brands lack a method for measuring their events.[2]
  • Over the past two years, 70% of marketers claim that the requirement to validate event sponsorship results has grown.[2]
  • Seventy-five percent of event sponsors are always looking for new partnerships.[2]
  • In 2015, spending on global sponsorships increased by 4.1% overall.[2]
  • A standard method for measuring event sponsorship is in place for less than half of marketers.[2]
  • According to the Sponsorship Spending Report, sports-related events receive 70 percent of sponsorship in North America.[2]
  • Twenty-five percent of marketers do not analyze and utilize sponsorship data to make decisions regarding future event spend.[2]
  • At their corporate events, 82% of marketers are unable to quantify the data they receive from attendees’ interactions.[2]
  • According to 60% of event planners, attendees are more engaged when using event apps.[2]
  • Access to meeting or event schedules in an event app is deemed extremely important by 88% of attendees.[2]
  • Software for event marketing is used by 13% of B2B marketers.[2]
  • Event apps are not used by 63% of event professionals.[2]
  • Event marketing software is utilized by 22% of B2C company marketing departments.[2]
  • Event apps have provided a positive return on investment for 91% of event planners.[2]
  • Software for event marketing is used by 10% of small marketing teams.[2]
  • Conferences are planned by 22% of event professionals, corporate events by 21%, and tradeshows by 9%.[2]
  • Software for event marketing is used by 19% of enterprise marketers.[2]
  • More than ten events are planned annually by 46% of event professionals.[2]
  • For each attendee, the cost of an event app is 1.2 percent of the budget.[2]
  • At social gatherings and events, sixty percent of smartphone users are utilizing their devices.[2]
  • With the help of the event app, events get 42% more social media impressions.[2]
  • The following are the top three special features that event planners look for in an app: 19% of people register on-site, 16% of people register online, and 15% of people capture content.[2]
  • When an event app and an attendee portal are integrated, the adoption of event technology rises by 35 percent.[2]
  • 71% of CMOs believe that tradeshow organizers should bear a lot of responsibility for the quality of the audience.[2]
  • Lead generation is viewed as a primary reason for attending events by 46% of event managers.[2]
  • 64% of marketers seek out new business opportunities and prospects at tradeshows and events.[2]
  • 63% of marketers generate leads through tradeshows.[2]
  • For the past two years, live interaction technology has accounted for 30% of event technology development.[2]
  • Photobooths (45 percent), event apps (44 percent), and live streaming tools (44 percent) are the technologies that event planners use the most.[2]
  • 13.6% of event marketers have never used online tools before.[2]
  • 64% of event planners have trouble securing funding for event technology tools.[2]
  • Attendees at events want more interaction with speakers, according to 53% of event professionals.[2]
  • According to 91% of event professionals, their organization places a high priority on increasing attendees’ engagement at their events.[2]
  • When compared to two years ago, 48% of event attendees value in-person interactions with brands more.[2]
  • Starting in 2019, 67% of B2B brand-side marketers anticipate growth in experiential/event budget.[3]
  • Over the next 18 months, B2B brand-side marketers anticipate budget growth of 24% on average for events and experiential marketing.[3]
  • In 2017, the market for event management software (EMS) was worth $6.89 billion worldwide.[3]
  • 74% of customers say that participating in branded event marketing experiences increases their likelihood of purchasing promoted goods.[3]
  • At experiences and events, 98% of customers create digital or social content.[3]
  • The content that they create is shared by all customers.[3]
  • A customer’s personal encounter with a product or service accounts for between 50% and 80% of all word-of-mouth activity in any given product category.[3]
  • 65 percent of customers say that live events and product demonstrations helped them better understand the product than any other advertising strategy.[3]
  • Participating in events and experiences has a positive effect on consumers’ perceptions of brands in 91% of cases.[3]
  • The company website (44 percent), events and experiences (41 percent), and physical retail stores are the top three advertising methods that consumers use to comprehend the advantages of a product.[3]
  • Eighty percent of marketers believe that live events are essential to the success of their business.[4]
  • 31 percent of marketers believe that event marketing is the most efficient marketing strategy.[4]
  • In an increasingly digital world, 95% of marketers agree that live events offer attendees a valuable opportunity to connect in person.[4]
  • The majority of event marketers (40%) believe that email marketing is the most efficient method for event promotion.[4]
  • 86 percent of event marketers are of the opinion that technology has the potential to significantly enhance the success of their events.[4]
  • In terms of budget and number of events, the majority of event marketers (63%) plan to invest more in live events in the future.[4]
  • Next year, live event budgets will be increased by 80% for companies that are exceeding their company goals.[4]
  • 87 percent of C-Suite executives are convinced of the power of live events and intend to increase their investments in them in the future.[4]
  • ROI can be measured by almost 60% of event management software users.[4]
  • By 2026, the global events industry will be worth $2,330 billion.[5]
  • In 2017, alone, business events contributed $1 trillion to the global economy.[5]
  • By 2024, the market for event management software will be worth $11.4 billion.[5]
  • 31% of marketers say that events are the best way to market their products or services.[5]
  • Event marketing was cited by 52% of business leaders as the most important factor in ROI.[5]
  • In order to expand their audience, 96% of event organizers will stream live videos.[5]
  • The numerous seminars and corporate events held all over the world will contribute $2,330 billion to the global events industry by 2026.[5]
  • The event industry is expected to expand by 44% in 2020.[5]
  • 31% of marketers say that events are the best way to market their products or services.[5]
  • 95% of marketers believe that attendees can make genuine in-person connections, like face-to-face interactions, at live events.[5]
  • 74% of people say that going to brand events makes them want to buy the products that are being promoted.[5]
  • 63% of marketers intend to increase their spending on live events.[5]
  • The majority of marketers devote 20-50% of their marketing budget to event planning.[5]
  • The majority of businesses surveyed in a study, 68 percent, believe that events are the most effective method for generating qualified leads.[5]
  • About 52% of business leaders say that event marketing can boost profits significantly.[5]
  • ROI can be measured by over 60% of event management software users.[5]
  • Aside from making a lot of money, 23% of B2B and 28% of B2C businesses are using events to build community.[5]
  • Learning (71%), entertainment (38%), and self-improvement are other reasons to attend a corporate event, according to event marketing statistics.[5]
  • Amazingly, 86% of marketers believe that technology benefits their event marketing efforts.[5]
  • Virtual reality (VR) will be used by 88% of event creators, while augmented reality (AR) will be used by 87%.[5]
  • According to the most recent statistics and reports, 100% of consumers share content online and 98% create digital content at events.[5]
  • Speaker sessions and activities that encourage sustainable practices are included in 32% of events.[5]
  • Business events alone contributed $1 trillion to the global economy in 2017.[5]
  • With $381 billion, North America spent the most, followed by Asia with $291 billion.[5]
  • 95% of marketers believe that in-person connections can be made at live events.[6]
  • 77% of marketers incorporate experiential marketing into their advertising plans.[6]
  • Live events, in comparison to email marketing, content marketing, and digital advertising, are, in the opinion of 31% of marketers, the most successful marketing strategy.[6]
  • 33% of marketers choose email marketing over social media, direct mail, print or online advertising, and other marketing channels for event promotion.[6]
  • According to the survey, 68% of app developers believe that demand for event apps has increased since 2018.[6]
  • Technology, according to 86% of event marketers, has a significant positive effect on event marketing success.[6]
  • An improved capability to track and measure events is cited as the primary benefit by forty percent of adopters of event technology.[6]
  • Attendance at an event can be increased by 20% with the help of event technology.[6]
  • Event management software helped 89% of marketers manage their staff.[6]
  • In the United States alone, event hosting costs about $108 billion annually.[7]
  • About 20% of B2B marketing budgets are allocated to event marketing, according to Forrester.[7]
  • 76% of current job ads require event professionals to be able to determine the event’s business value.[8]
  • Attendee satisfaction accounts for 91% of their events’ success.[8]
  • Sixty percent base their results on meeting their specific event objectives and six percent on remaining within budget.[8]
  • Virtual events were profitable for 28% of event professionals, while virtual events exceeded their physical counterparts by 10.8%.[8]
  • By switching to virtual events in 2020, 39% of planners expected to be able to recoup at least 25% of their revenue.[8]
  • 32% of planners do not charge for their events or make any money from them.[8]
  • Social media exposure is a crucial metric for event success, according to 37% of event planners.[8]
  • Before, during, and after their events, 58% of marketers utilize social media for marketing purposes.[8]
  • For an average event, 28% of event marketers spend less than $200 on social media, while 26% spend nothing.[8]
  • 52% of event planners use Facebook as their preferred method of event marketing.[8]
  • LinkedIn (26%), Twitter (13%), and Instagram (6%) are the next most effective social media channels for promotion.[8]
  • 53% of event planners place a high value on social media campaigns, 15% do not consider it to be important, and 31% consider it to be important.[8]
  • Facebook, LinkedIn, Twitter, and Instagram are the most effective social media platforms for year-round engagement and community development.[8]
  • Even after in-person events resume, 79% of businesses anticipate holding hybrid events.[9]
  • Instead of delaying their 2020 events, 32% of businesses switched all of them to virtual ones.[9]
  • 55% of attendees believe that virtual events should last no longer than 30 minutes.[9]
  • Learning new skills to produce virtual events was difficult for 35% of retail and wholesale businesses.[9]
  • Since March, 46% of event attendees have registered for and attended one to five virtual events.[9]
  • Virtual events should not be held for more than an hour, according to less than 7% of attendees.[9]
  • The ideal time for a virtual roundtable discussion, according to 63% of respondents, is between 60 and 90 minutes.[9]
  • A small virtual event takes between two and four weeks to plan, according to 56% of marketers.[9]
  • Eighty percent of marketers think webinars are a good way to build a pipeline.[9]
  • Webinars have become a permanent core strategy for 34% of businesses.[9]
  • 93% of marketers, including 57% who give it a high priority, say that their organizations prioritize hosting events.[9]
  • 84% of people have experienced webinar burnout and Zoom fatigue.[9]
  • Virtual events should not be held for more than an hour, according to less than 7% of attendees.[9]
  • Virtual events can be attended for one hour per week by 44% of attendees.[9]
  • Engagement at events, according to 85% of B2B marketers, is an important way to speed up the buying process.[9]
  • Virtual events are offered on demand by over 65% of event organizers.[9]
  • Surveys are used to gauge the satisfaction of attendees by 90% of virtual event organizers.[9]
  • 60% of marketers say that their event strategies and outcomes are satisfactory or very satisfactory.[9]
  • Participating in events and experiences has a positive effect on consumers’ perceptions of brands in 91% of cases.[9]
  • According to 49% of marketers, the most important factor in the success of an event is audience participation.[9]
  • Event polling is used by more than 80% of virtual event organizers to enhance interaction.[9]
  • To keep people interested in virtual events, 61% of marketers use videos.[9]
  • 73% of B2B marketers believe that events are superior to other strategies for engaging customers.[9]
  • 39% of event professionals agree that the most important aspect of a live event is engaging attendees.[9]
  • According to 52% of business leaders, event marketing outperforms other marketing channels in terms of ROI.[9]
  • In 2021, advertising and media companies’ primary objective is to increase sales and revenue.[9]
  • Advertising and media’s primary objective for the first six months of 2021 is to acquire new customers.[9]
  • In 2021, the primary event objective for healthcare will be to maintain its brand’s visibility and prominence.[9]
  • Attendance (52 percent), impact on revenue (43 percent), registrations (38 percent), and new leads (34 percent) are the metrics businesses use to gauge success.[9]
  • Event sponsorships and hosted events both have the potential to boost revenue growth by more than 30%.[9]
  • 55% of marketers say they are unable to track event ROI, whereas 23% of marketers can.[9]
  • Event technology makes it easier for 37% of marketers to track event ROI.[9]
  • 64% of event organizers assess attendee satisfaction based on feedback from their sales team.[9]
  • 39% of marketers claim that their sales teams significantly increase the number of registrations for events.[9]
  • Events and experiential programs, according to 65% of brands, have a direct impact on sales.[9]
  • 88% of businesses use the data they get from event marketing to guide their overall marketing plans and make other crucial tactical decisions.[9]
  • 76% of B2B marketers agree that increasing brand awareness is the primary goal of their experiential and event marketing campaigns.[9]
  • Virtual events’ primary objective, according to over 45% of marketers, is to generate a pipeline.[9]
  • Events are ranked among the top four most effective strategies for generating demand by 35% of decision-makers in US B2B marketing.[9]
  • 78% of businesses that use a platform for event marketing claim that it improves event ROI.[9]
  • 52% of marketers look at ROI in terms of staying within budget, 67% in terms of attendees’ satisfaction, and 51% in terms of the number of registrations.[9]
  • By 2028, the events industry will be worth $1,552.9 billion.[10]
  • The US market for party planning is worth $3.2 billion.[10]
  • 85% of marketers place a high priority on sponsorship.[10]
  • In 2022, the United States has 7,426 companies that plan trade shows and conferences.[10]
  • According to 97% of media marketers, in-person events are essential.[10]
  • Ninety percent of Fortune 500 companies use multiple video platforms.[10]
  • In the United States and Canada, 64% of event speakers are men.[10]
  • In the United States, 923,341 people work in the wedding industry.[10]
  • In 2020, 10 tech conferences’ cancellation costs exceeded $1.1 billion. ‍[10]

Also Read

How Useful is Event Marketing

One of the undeniable advantages of event marketing is the opportunity it provides for face-to-face interactions. In a world where digital communication dominates, there is still immense value in personal connections. Events allow businesses to establish genuine relationships with their target audience. Whether it is a trade show, conference, or product launch, events provide a platform for engaging with potential customers directly. This personal touch leads to a higher level of trust and credibility, something that is hard to achieve through digital means alone.

Moreover, event marketing allows companies to showcase their products or services in a way that cannot be replicated online. Product demonstrations, interactive displays, and live experiences create a lasting impact on attendees. Being able to physically touch, feel, and engage with a product enhances its perceived value and generates a sense of excitement. No matter how powerful online advertisements are, they simply cannot match the immersive experience of an event.

Another significant benefit of event marketing is the opportunity it provides for market research and feedback. Events act as a perfect platform for companies to gather valuable insights into the minds of their target audience. By closely observing attendee reactions and engaging in conversations, businesses can better understand consumer needs, preferences, and pain points. This kind of firsthand feedback serves as a foundation for product or service improvement, leading to better customer satisfaction and ultimately increased sales.

Additionally, events present an excellent opportunity for brand exposure and differentiation. In a crowded marketplace, it can be challenging for businesses to stand out. However, events offer a unique chance to create a memorable brand experience that sets a company apart from the competition. Organizing well-executed events allows businesses to leverage their creativity and effectively communicate their brand identity, values, and mission. Strong brand presence at events enhances brand recall and keeps businesses at the top of the customer’s mind when they make purchasing decisions.

Lastly, event marketing provides an occasion for networking and fostering collaborations. Events bring together individuals from various industries, creating a rich environment for knowledge sharing and partnership development. The networking opportunities presented by events are immense, allowing businesses to connect with potential clients, suppliers, and even investors. Building these connections can lead to long-term partnerships that can benefit the growth and success of a business.

In conclusion, event marketing remains a powerful tool that is far from becoming obsolete in today’s digital world. Its ability to enable face-to-face interactions, offer memorable experiences, gather consumer feedback, differentiate brands, and foster collaborations makes it invaluable for businesses. By integrating event marketing into their overall marketing strategy, companies can establish strong relationships with their target audience while creating a lasting impact on their brand.


  1. atneventstaffing – https://atneventstaffing.com/10-experiential-marketing-statistics-you-should-know-in-2022/
  2. certain – https://certain.com/blog/75-stellar-event-marketing-statistics-to-help-you-measure-your-event-success/
  3. financesonline – https://financesonline.com/experiential-marketing-statistics/
  4. helloendless – https://helloendless.com/event-marketing-stats/
  5. jobsinmarketing – https://jobsinmarketing.io/blog/event-marketing-statistics/
  6. g2 – https://learn.g2.com/experiential-marketing-statistics
  7. marketinginsidergroup – https://marketinginsidergroup.com/content-marketing/event-marketing-works/
  8. skift – https://meetings.skift.com/event-statistics/
  9. splashthat – https://splashthat.com/blog/event-marketing-statistics-2021
  10. truelist – https://truelist.co/blog/event-industry-statistics/

About Author & Editorial Staff

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