B2B events are hot.
Freeman (my employer) has just released a compilation of statistics that proves it. Among the findings:
- 225 million customers attend 1.8 million events annually
- $565 billion is spent on events annually
- 20% of a marketer's budget is devoted to events (the single largest spend)
- 48% of brands see an ROI on events from 3:1 to 5:1; 41% see even better
- 93% of executives say events increase their chance to close deals
- 98% of customers say events increase their purchase intent
- 79% of brands will boost their involvement in events this year
