The statistics compiled here come from multiple trusted sources, including industry reports from Kaltura, LinkedIn, Bizzabo, and Allied Market Research. These sources include surveys, benchmarking studies, and market projections, reflecting both global trends and B2B event-specific insights.
The global events industry is expected to increase to $2.1 trillion by 2032. [Allied Market Research]
67% of organizations favor hybrid events. [Kaltura]
Primary goals of virtual events: learning about the company/product (36%) and general education (36%). [Kaltura]
Only 3% of attendees say networking and social spaces influence buying decisions. [Kaltura]
The primary goal of in-person events is relationship building (39%). [Kaltura]
Over 25% of organizations report higher ROI and engagement from virtual events. [Kaltura]
93% of attendees feel companies have successfully transitioned from in-person to online events. [Kaltura]
60% of B2B marketing leaders plan to increase in-person events in the next year. [LinkedIn]
In-person events (21%) and thought leadership (20%) are seen as the most effective B2B marketing channels. [LinkedIn]
66% of event organizers plan to hold more events in 2025. [Bizzabo]
53% expect their event budgets to grow in 2025. [Bizzabo]
Attendance at in-person B2B conferences is rising, with 57% of organizers reporting growth. [Bizzabo]
80% of organizers say in-person events are critical to their organization’s success. [Bizzabo]
About 78% consider in-person events the most impactful marketing channel. [Bizzabo]
48% of respondents work in for-profit organizations. [Bizzabo]
21% work for nonprofits, 20% for professional associations, 14% for government organizations. [Bizzabo]
73% of attendees prefer in-person schedules with free time, not fully packed sessions or parties. [Bizzabo]
Only 23% report that their most recent in-person event featured plenty of interactive sessions. [Bizzabo]
27% experienced gamification elements, and 30% felt there were abundant networking opportunities. [Bizzabo]
72% say in-person conferences provide the best networking opportunities. [Bizzabo]
65% of attendees say the mobile event app can make or break their experience, up from 56% in 2023. [Bizzabo]
71% believe in-person B2B conferences are the most effective way to learn about new products or services. [Bizzabo]
73% expect modern event technology at in-person conferences, up from 63% in 2023. [Bizzabo]
80% of organizers agree that event technology significantly impacts event success. [Bizzabo]
64% plan to change their event management software vendor within the next year.[Bizzabo]
Event marketing is evolving rapidly, with hybrid and in-person formats dominating B2B strategies. Focusing on attendee experience, including mobile apps, modern event technology, and interactive sessions, can maximize engagement and ROI.
Marketers should align budgets and strategies to leverage trends like hybrid events, tech adoption, and relationship-focused programming to maintain a competitive advantage in the growing $2.1 trillion events industry.
