High-Performing Organizations Focus Event Budgets On Hosting Their Own Events

According to Forrester’s Q1 2025 State Of B2B Events Survey, event leaders at organizations that exceeded their revenue goals by more than 10% and those who were satisfied with their organization’s B2B event strategy during the past year are prioritizing owned or hosted events over third-party events. Higher-performing organizations allocate 63% and satisfied organizations allocate 60% of their overall event budget to events under their direct control. While larger organizations are able to target their audience and deliver higher event ROI, smaller organizations with limited resources may struggle to run their own event programs. This is a snapshot of Forrester’s data on B2B events.