B2B marketers are under growing pressure to do more with less as event budgets tighten, attendee expectations evolve, and organisational silos persist, according to Forrester’s latest State of B2B Events report.
The Q1 2025 survey, based on responses from over 250 senior event decision-makers, paints a challenging picture of the current events landscape. Overall satisfaction with B2B events has dropped 8% year-on-year as teams face rising costs, last-minute registrations, and increasing competition for sponsors and delegates.
Budgets stretched, inflation bites
For the second year running, two-thirds of event teams report flat or declining budgets, with even the 19% who received an increase noting that inflation has effectively erased any gains. As a result, marketers are recalibrating their approach to focus on smaller, more targeted hosted events, while large-scale gatherings fall out of favour. Just 12% of organisations said they plan to increase the number of large events this year.
Back to basics – but at a cost
With resources constrained, most teams are focusing on the fundamentals: attracting the right audience, proving return on investment, and improving post-event follow-up. More than 90% of respondents said these were their top priorities. However, this laser focus has seen other important values—like inclusivity, accessibility, and sustainability – slip down the agenda, ranking lowest among current strategic priorities.
Technology gap widens
Event tech adoption remains high, particularly among larger organisations, with 28% using six or more platforms. Yet fewer than one in five teams have successfully integrated these platforms into their wider sales and marketing tech stacks. According to Forrester, those who have achieved integration report significantly higher event satisfaction – suggesting a clear opportunity for improved tech strategy.
AI adoption still early-stage
Despite growing industry interest, AI usage in B2B events is still nascent. The most common application is content creation, with 39% of marketers already using AI to generate materials. However, broader applications like personalisation, analytics and event logistics remain largely untapped – though usage is expected to grow over the next 12 months.
Siloed planning undermines impact
The report also highlights a widespread structural challenge: many B2B events are still planned in silos by disparate teams, leading to fragmented experiences and duplicated effort. By contrast, organisations that centralise event planning under a dedicated team see significantly better outcomes, including higher satisfaction and improved ROI.
Forrester is encouraging B2B leaders to re-evaluate their approach to events—moving away from volume and towards strategic value. “The reality is that B2B events are under pressure from every angle,” the report concludes. “But those who embrace integrated planning, make smarter use of technology, and shift focus from scale to experience will be best placed to thrive.”
Forrester clients can access the full report findings via an on-demand webinar or book tailored guidance sessions through the firm’s advisory service.
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