The Future of Events Report

How Marketers Maximise Return on Engagement (and ROI) with Virtual & Hybrid Events

To understand the current state and future plans for virtual and hybrid events, Heinz Marketing, Market2Marketers, and ON24 conducted an online survey in May 2021 of 200 B2B marketing professionals, of which 70% worked at companies with more than 250 employees.

The survey aimed to explore the perceptions and performance of virtual and hybrid events, the strategies and tactics employed, and the challenges and issues faced by today’s B2B marketers.

In 2020, marketers were forced to move almost all their face-to-face events into digital environments. In fact, figures from the Center for Exhibition Industry Research show that 97% of B2B events in Q4 2020 were canceled.