Some 91% of B2B marketers say they invested some budget in event marketing in 2014, according to a recent report from Regalix.

More than half (57%) of B2B marketers say events were extremely significant for accelerating lead generation/growing their sales pipeline, and an additional 33% say events were somewhat significant.

Most (57%) of the marketers surveyed say they organized only physical events in 2014; 35% conducted a combination of physical and online events; 9% were only virtual.

The most popular type of event was conferences, with 72% of B2B marketers saying they had helped to conduct at least one.

Other popular event types included tradeshows (66%) and exhibitions (55%).

Below, additional key findings from the report, which was based on data from a survey of 212 senior B2B marketing executives.


  • 80% of respondents say lead generation and brand building are top objectives for investing in event marketing.
  • 64% say customer engagement is a top objective.

Number of Events

44% of respondents say they conduct or organize more than 10 events per year.

Event Promotion

  • 84% of respondents say email is an effective channel they use to promote events.
  • 68% say their websites and social media pages are effective.


76% of respondents say they use the number of leads generated as a metric to measure event effectiveness.

About the research: The report was based on data from a survey of 212 senior B2B marketing executives.

Enter your email address to continue reading

The State of B2B Event Marketing

Don't's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji