Conrad Mills

Participate in the Forrester 2025 B2B event trends survey and gain access to the latest trends to help shape your event strategy this year.

Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives.

The B2B event technology landscape has continued to transform apace over the past two years. In this environment, standalone virtual event platforms have struggled as leading vendors have broadened their capabilities to support a wider range of event types. Despite these expanded capabilities, enterprises continue to run multiple, overlapping event technology platforms, with 22% of […]

Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30% of program spend going on event activity. High spend demands accountability: According to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months is demonstrating ROI. […]

Too many organizations treat their event technology as a tactical rather than strategic asset, with different teams selecting and deploying solutions in silos. This leads to wasted resources, overlapping capabilities, and data silos. Consolidating on to a single all-in-one event management platform (EMP) solves these challenges and also helps teams deliver more personalized and digital-centric […]

Over the past four years, marketers have navigated unprecedented change in the B2B event sector as first the pandemic and then inflation impacted their plans. To help leaders better understand this dynamic landscape, Forrester’s Q1 2024 State Of B2B Events Survey gathered responses from over 200 event decision-makers to identify and analyze the key trends. […]

Attending Cvent CONNECT as a speaker earlier this month gave me the opportunity to sit in on a number of sessions, talk with the Cvent leadership team, and chat with other attendees. Here are eight of my key takeaways from the event:   Events are booming. In his opening keynote, Cvent Founder and CEO Reggie […]

Forrester’s B2B event trends survey is back, and we’re inviting you to participate! Everyone completing the survey will gain access to the latest market trends and crucial information on building an audience-centric, integrated event strategy within their organization. Overview In the wake of the COVID pandemic, the B2B events landscape has undergone significant transformations. While […]

Current adoption of AI for B2B events is low, but there is enormous untapped potential.

Effectively operationalizing B2B events data is crucial to leveraging an underutilized yet invaluable source of first-party audience data.

Access to audience data is becoming more restrictive and B2B events represent an underutilized yet invaluable source of first party data.

In-person events are an essential part of an integrated event mix, but attendance levels are down when compared to pre-pandemic levels, and macroenvironmental changes over the past three years have changed in-person events forever. 2022 saw a precipitous increase in event costs, with the average cost per attendee around 25% higher compared to 2019. At […]

Check out three common objections to the adoption of the opportunity-based Forrester B2B Revenue Waterfall™ and how to overcome them.

The Forrester Wave™: B2B Event Management Technology, Q1 2023, reveals a massive change in the event tech market over the past three years. Events have transitioned from an in-person-centric event world pre-pandemic to one that now incorporates a wider range of digitally driven event experiences. Selecting the right technology provider is crucial, but with the […]

B2B events have undergone the most profound change imaginable over the past three years. Marketers now need to manage a much more complex event landscape, planning and executing a range of events across in-person, virtual, and hybrid formats. Selecting the right B2B event management technology provider is a critical part of this process but one […]

Learn what's in store for demand and ABM professionals at this year's event.

Hybrid events seem to offer the best of both worlds. Yet pulling one off successfully requires careful planning.

The past 18 months have seen B2B events undergo the most profound period of change this century. At the start of the pandemic, marketers were forced to adopt virtual events. As protective vaccines became available, we’re now starting to see initial signs of in-person event activity returning. But what does the future hold? To help […]

On the surface rugby league and rugby union appear very similar sports and casual observers would expect players to be able to move seamlessly from one ‘code’ to the other. However, there are many important differences. For example, the rules in rugby union are more complex game meaning that players must ‘think’ more during a […]