The 2026 Event Marketer’s Playbook

Your events aren’t the problem. Your follow-up is.

Most B2B teams aren’t struggling to run events.

They’re struggling to prove they work.

According to The 2026 Event Marketer’s Playbook, 57% of marketers can’t clearly measure ROI, and 52% admit post-event follow-up is where momentum is lost.

That’s the gap.

Because the highest-performing teams aren’t just hosting events, they’re turning every conversation into pipeline by:

• Targeting the right senior decision-makers, not just filling seats
• Designing smaller, high-trust environments that actually convert
• Capturing real insights from discussions, not just attendance data
• Extending event value through content that keeps deals moving

In fact, 75% of organisations now see better results from intimate, roundtable-style events over large-scale formats. 

The shift is already happening. The question is whether your strategy has caught up.

If you’re investing in events but not seeing consistent pipeline impact, it’s time to rethink how those moments translate into revenue.

Download the playbook to see what top-performing teams are doing differently