Bizzabo Study: 84% of B2B Tech Leaders Say Event Marketing is Critical to Success

Bizzabo’s Study Also Finds 69 Percent of B2B Tech Organizations Plan on Investing More in Events Than They Did in 2018

Bizzabo, the world’s leading end-to-end Event Success Platform, released its 2019 B2B Tech Event Marketing Trends report. The company analyzed responses from +1,000 senior-level marketers on how they think about events, discovering everything from how to use events to accelerate sales and lead generation, to how marketers believe in-person events compared to traditional marketing channels and more.

More than any other group, B2B tech marketers see real value in events.

According to Bizzabo’s study, B2B tech marketers are 18 percent more likely to allocate over 21 percent of their marketing budgets to in-person events, when compared to the cross-sector average.

In addition, the study found that in 2019, 69 percent of B2B tech organizations plan on investing more in events than they did in 2018.

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“B2B tech marketers believe that in-person events comprise the most valuable channel for achieving their business goals,” said Eran Ben-Shushan, Co-Founder and CEO of Bizzabo. “We’ve discovered that, on average, these organizations invest more in events than companies from other sectors.”

Bizzabo’s study also saw that in comparison to organizations in other sectors, B2B tech organizations are 3.3x more likely to spend nearly one-quarter of their total events budget on hosting or sponsoring events rather than attending them.

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84% of leadership (VPs & C-Suite) believe in-person events are critical.

It was also discovered via Bizzabo’s analysis that the majority (84%) of leadership (VPs and C-Suite) believe in-person events are a critical component of their company’s success. In fact, B2B leadership in tech, specifically, spend 2x as much on events than B2B marketers overall.

In addition, it was established that organizers who use event software to demonstrate ROI are 10x more likely to receive leadership support for their events.

“We’ve seen leadership in the B2B tech sector backing in-person events when the events team is able to prove event ROI,” said Ben-Shushan. “In fact, tech leadership spends twice as much on events then B2B marketers overall.”

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