Trends Report

The State Of B2B Events In The Field

Key Trends And Opportunities To Maximize Field Marketing Event ROI

August 11th, 2023
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Steven Casey , Naomi Marr , Daryl Wright , Nicky Briggs , Chantelle Fynn , Kate Pierpont

Summary

Planning and executing B2B events is one of the key responsibilities of field marketing teams and provides them an opportunity to partner closely with local sales teams. However, with the rise of virtual events and the expanded role of event management technology, the event landscape has changed fundamentally. To succeed in this new world, field marketing teams must exploit the full range of event types and have both centralized support and access to the right technology. This report analyzes data from Forrester’s 2023 State Of B2B Field Marketing Survey to determine where events fit among field teams’ other priorities and how to identify opportunities to maximize event ROI.

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