The State of B2B Digital Event Experience 2023

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As companies became more savvy about working in hybrid ways, they become more confident to host their own digital events. There are more webinars available today than ever before. That’s great, but that means there is more competition than ever before, both in terms of content and audience.

So, what does that actually mean for marketing teams? What decisions are CMOs making, and how are they feeling? We surveyed more than 400 CMOs in the US and Europe to investigate their plans and strategy for digital events in the coming year.

Download the latest insights into the Digital Events market, with our 2023 'State of B2B Digital Event Experience' report, made with our partners at LXA.

This report looks at: 

  • Customer expectations.  71% of CMOs reported that attendees expect much higher levels of event experience, and 60% of CMOs reported higher levels of digital event fatigue.
  • Maturity & strategy. The right combination of skills, technology, great content, planning, and alignment with broader marketing activity and overall business goals is required for great virtual event experiences.
  • Technology. CMOs see the features and functionality provided by tech tools are key to enhancing attendee experiences.
  • Marketing strategy & metrics. Marketers see the improvement in event experiences as a key factor that will improve their overall demand generation performance. Increasing brand awareness was the key reason given by CMOs for running online events.
  • The future of B2B event experiences. The growth in tool functionality: AI, gamification, and the adoption of 3D, and CMOs see deep immersive engagement through VR/Digital Twins/Metaverse and digital speakers/presenters powered by AI and ML as reshaping the future of digital event experiences.