Integrating Event Technology Is Essential For Maximizing Event ROI

Forrester’s Q1 2024 State Of B2B Events Survey indicates that companies that have fully integrated their primary event technology solution into their wider marketing technology stack are 31% more satisfied with their organization’s overall event performance than those that have not integrated and do not plan to integrate their event technology with their marketing automation platform (MAP) and/or CRM system. Organizations that fully integrate their event technology maximize the value of event data to better measure and benchmark event performance, optimize execution, and deliver more personalized attendee experiences. This is a snapshot of Forrester’s data on integrated event technology.