B2B events are under more pressure to feel worth attending as budgets rise and attendance becomes more selective. Attendees want more opportunities to participate, learn, and connect, while marketers are still building the capabilities to deliver those experiences consistently and measure their impact beyond direct sales.

Key Question: How can B2B marketers make in-person events worth attending as audiences want more participation and as event success is measured by more than direct sales alone?

Key Stat: A strong majority (83%) of US B2B attendees would add more networking to their ideal event.