Events are an important part of many B2B marketers channel mix offering an opportunity to build trust and relevance with their target audience.
This makes it all the more telling that a new study from consultancy firm Forrester Research shows that two-thirds (69%) of B2B events leaders have seen budgets remain flat or decrease in 2025.
Of the 269 marketing professionals surveyed for its Global State of B2B Events report, 38% say their budgets have remained flat since 2024, 4% have seen budgets decrease by 1-4% and 11% have seen them decrease by 5-10%. An unfortunate 16% have seen budgets fall by more than 10%.
However, this doesn’t tell the full story, as with events costs spiralling due to inflation, it has become even harder for those working in the B2B events space to stretch their budgets effectively.
Events are an important part of many B2B marketers channel mix offering an opportunity to build trust and relevance with their target audience.
This makes it all the more telling that a new study from consultancy firm Forrester Research shows that two-thirds (69%) of B2B events leaders have seen budgets remain flat or decrease in 2025.
Of the 269 marketing professionals surveyed for its Global State of B2B Events 2025 report, 38% say their budgets have remained flat since 2024, 4% have seen budgets decrease by 1-4%, 11% have seen them decrease by 5-10%, and 16% have seen budgets fall by more than 10%.
However, this doesn’t tell the full story, as with events costs spiralling due to inflation, it has become even harder for those working in the B2B events space to stretch their budgets effectively.
Rod Siebels, director of global events and executive programs at Hitachi Vantara, told the report: “Event costs have gone up 40% to 50% since the pandemic, and so even though my budget is flat, I can’t do the same as I could.
“We used to spend $35 for a gallon of coffee and at one recent event in Las Vegas they were charging us $95.”
By contrast, the number of B2B event leaders saying that event budgets are increasing has fallen by three percentage points from 32% to 29% of respondents.
These budgetary restraints are causing a change in priorities for many B2B leaders who are trying to be more flexible. For example, in a shift from last year, organisations are now choosing to spend more of their event budget on hosting their own events (53%) instead of attending third-party events (47%).
Similarly, events leaders are prioritising smaller events (those with less than 200 guests) than putting on a larger event (those with more than 200 guests) in an effort to save costs.
Smaller in-person events were the fastest growing event type in 2024, and they continue to make up a large part of the events mix in 2025, with 59% of enterprises planning to run more. On the other hand, the number of organisations planning to run more large events fell by 12% since last year.83% of B2B CMOs expect marketing investment to rise next year, research finds
Considering the budgetary pressures that marketers and events planners are under, it is no surprise that driving value from events in the short-term has becoming an increasing priority.
Events leaders are now laser focused on driving value from their events, such as securing the right attendees, demonstrating ROI and improving event follow-up. Ninety-seven percent of leaders say getting the right attendees to their events is a priority, according to the survey, with 91% looking to improve event follow-up.
Additionally, 92% of teams are focused on demonstrating event ROI, but this is focused mostly on the revenue driven by the event instead of more brand-focused metrics like improved reputation and customer relationships.
There is also a difference in attitude amongst events leaders regarding virtual and hybrid events. While half of respondents agree that virtual events are a permanent part of the event mix, just 13% plan to run more over the next 12 months, which is a fall of nine percentage points year over year.
There is also a generational divide at play, 57% of B2B marketing professionals with responsibility for events at their company who are millennials or Gen Z indicate that virtual events are a permanent part of their event mix compared to 46% of those from older generations.
There are other shifting priorities between different marketers too. Millennials and Gen Z are concerned with reducing the environmental impact of their events (45% of younger vs. 33% of older professionals). Younger events leaders are also more likely to ensure that their events are more inclusive and accessible (58% of younger vs. 50% of older professionals).
This is in tandem with younger event leaders’ focus on community building. Those from Gen Z and millennial generations emphasise improving post-event attendee follow-up (95%) and driving year-round engagement with attendees (80%) as key priorities over the next 12 months.How The Belfry ‘elevated’ its brand identity to broaden its appeal among B2B customers
Silo breaking is also highlighted as a priority by the research with events leaders underlining different priorities between themselves and the wider marketing team.
For example, 65% of CMOs compared to 84% of event leaders see using personalisation to drive attendance as a priority.
However, many organisations are committed to change. While just 17% of organisations have instigated audience centric planning, a further 50% are either in the process of doing this or plan to do this over the next 12 months.
Alongside the planning stage, 17% of organisations have moved to more centralised event execution, with 47% doing this or planning to do this over the next 12 months.
