CMOs Take A Shorter-Term Tactical Approach To Events Compared To Event Teams

Forrester’s Q1 2025 State Of B2B Events Survey reveals a divergence in the priorities of CMOs and event teams. Event teams place more focus on the attendee experience, with 84% prioritizing attendee personalization (compared to 65% of CMOs) and 79% prioritizing driving year-round attendee engagement (compared to 68% of CMOs). In contrast, CMOs focus more on shorter-term tactical areas, such as improving event lead capture — highlighted as a priority by 83% of CMOs, compared to 76% of team members. This snapshot of Forrester’s data on B2B events underscores the misalignment in some areas between marketing leadership and the teams leading and executing events.