Best Practice Report

Post-Pandemic B2B Events Succeed When Focused On Audience Needs

Findings From Forrester’s Q3 2021 B2B Enterprise Marketing Events Trends Survey

August 15th, 2022
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
Daryl Wright, Principal Analyst
Daryl Wright Principal Analyst
With contributors:
Laura Ramos , Laura Cross , Lisa Nakano , Chantelle Fynn , Arianne Burnette

Summary

The pandemic forced marketers to adapt and innovate their B2B event plans and engage attendees with new and exciting virtual and hybrid events. In Q3 2021, Forrester surveyed 236 B2B decision-makers who had been involved in event planning and execution over the past 12 months to explore the challenges they’ve faced, decisions they’ve made, and opportunities they’ve uncovered. This report provides a set of recommendations to help B2B marketers guide their future event strategy and maximize event-related investments.

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