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Forrester’s Q1 2026 State Of B2B Events Survey – key findings
B2B events are gaining momentum in 2026. Based on Forrester’s latest survey of 417 global marketing leaders, this report explores rising event budgets, the growth of intimate formats, AI adoption, attendee expectations, and how teams are measuring impact more effectively.
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Forrester’s Q1 2026 State Of B2B Events Survey – key findings
B2B events are gaining momentum in 2026. Based on Forrester’s latest survey of 417 global marketing leaders, this report explores rising event budgets, the growth of intimate formats, AI adoption, attendee expectations, and how teams are measuring impact more effectively.
What’s Inside?
B2B event budgets are bouncing back
See why more organizations are increasing event spend in 2026, and what this signals for the role of events in modern marketing strategies.
The rise of smaller, high-impact events
Explore why intimate events with fewer than 20 attendees are becoming one of the fastest-growing formats for stronger connections and better outcomes.
How AI is reshaping event marketing
Learn how teams are using AI for content creation, data analysis, personalization, and smarter decision-making across the event lifecycle.
How leading teams measure event impact
Get a closer look at how marketers are improving measurement, strengthening tech integrations, and building owned event strategies they can control.
Fill your relevant details, let’s send you your free guide!
Forrester’s Q1 2026 State Of B2B Events Survey – key findings
B2B events are gaining momentum in 2026. Based on Forrester’s latest survey of 417 global marketing leaders, this report explores rising event budgets, the growth of intimate formats, AI adoption, attendee expectations, and how teams are measuring impact more effectively.
What’s Inside?
B2B event budgets are bouncing back
See why more organizations are increasing event spend in 2026, and what this signals for the role of events in modern marketing strategies.
The rise of smaller, high-impact events
Explore why intimate events with fewer than 20 attendees are becoming one of the fastest-growing formats for stronger connections and better outcomes.
How AI is reshaping event marketing
Learn how teams are using AI for content creation, data analysis, personalization, and smarter decision-making across the event lifecycle.
How leading teams measure event impact
Get a closer look at how marketers are improving measurement, strengthening tech integrations, and building owned event strategies they can control.
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