Summary
In Forrester’s Q1 2024 State Of B2B Events Survey, 57% of B2B marketing professionals from high-tech organizations with responsibility for events indicated that demonstrating event ROI is a very important priority over the next 12 months. Improving post-event attendee follow-up (47%) and maximizing the value of event data (45%) are also very important priorities. Events play a crucial role in the marketing mix for high-tech enterprises, but event teams frequently struggle to prove their value to the business, particularly when leaders must demonstrate performance to justify budgets. This is a snapshot of Forrester’s data on B2B event trends.
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