The most comprehensive list of event marketing statistics, event management statistics, and event planning statistics on the internet for 2020 and beyond.

While unprecedented circumstances related to COVID-19 have forced companies and the event industry as a whole to pause, step back, pivot, and make remarkable changes in the short term, there is no doubt the power of connection and community will prevail.

According to the Event Marketing 2020: Benchmarks and Trends report, the majority (85%) of leaders and executives have identified in-person events as critical for their company’s success. This number is more than double from survey respondents last year. You’ll find this impressive stat, along with hundreds of others, located below.

We have compiled a list of event marketing statistics—covering topics like event budgets, event technology, and event promotion—that you can use in your next event marketing presentation, conference, or call.

Know what sort of stats you’re looking for? Click one of the links below. After each section you will be able to click a “back to the top” link to bring you right back to this main menu. Otherwise, scroll onward!

Top Event Statistics

  • The majority (93%) of event marketers plan to invest in virtual events moving forward. (Bizzabo, 2020)
  • More than half (56%) of event marketers believe that in-person events will be back in 2020. (Bizzabo, 2020)
  • The majority (61%) of marketers believe that in-person events are the most critical marketing channel—a 20% increase from last year. (Bizzabo, 2019)
  • The majority (85%) of leadership (Senior Managers, Executives, and Board Members) believe in-person events are critical to their company’s success. (Bizzabo, 2019)
  • The majority (60%) of leadership believes that events are the most critical marketing channel for achieving business goals. (Bizzabo, 2019)
  • The majority (57%) of event marketers believe their event budgets will decrease for 2021. (Bizzabo, 2020)
  • The majority (89%) of businesses using event technology save roughly 200 hours per year. In addition, some (20%) businesses see 360 hours or more saved per year with event technology. (Bizzabo, 2019)
  • Most marketers are investing at least 21% of their marketing budget in live events (48%). (Bizzabo, 2019)
  • More than half (54%) of marketers expressed difficulty in providing ROI. (Bizzabo, 2019)

Virtual Event Statistics

  • The majority (93%) of event professionals plan to invest in virtual events moving forward. (Bizzabo, 2020)
  • The majority (96%) of event professionals do not believe virtual events will replace in-person events. (Bizzabo, 2020)
  • The majority (80%) of respondents reported that attendee engagement and satisfaction were KPIs used for measuring virtual event success. (Bizzabo, 2020)
  • More than half (55%) of respondents say that customer relations, education, and retention are the main goals for their virtual events. (Bizzabo, 2020)
  • The majority (63%) of organizations are moving to digital conferences or events. (TOPO, 2020)
  • 68% of event marketers reported that a hybrid solution that can manage both virtual and in-person events will play a key role in the 2020 and 2021 event strategies. (Bizzabo, 2020)
  • More than half (54%) of organizations are increasing webinars. (TOPO, 2020)
  • More than half (60%) of event professionals pivoted an event to virtual due to the impact of COVID-19 (Bizzabo, 2020)
  • More than half (68%) of event professionals are looking for hybrid event technology that supports both in-person and virtual events. (Bizzabo, 2020)
  • 87% of event marketers said they have canceled—and 66% have postponed—events as a result of COVID-19. (Event Marketer, 2020)
  • The majority (74%) of event marketers do not charge for virtual events. (Event MB, 2020)
  • Seven out of 10 respondents have moved their face-to-face events partially or fully to a virtual platform, and many don’t see that as a short-term fix. (Event Marketer, 2020)

Suggested: Learn more about the future of the event industry after COVID-19 in the Event Outlook Report.

Event Industry Statistics


B2B Event Industry Statistics

  • The majority (97%) of B2B marketers believe that in-person events have a major impact on achieving business outcomes. (Bizzabo, 2019)
  • The majority (87%) of B2B marketers say in-person events are a critical component to their company’s success. (Bizzabo, 2019)
  • 82% of B2B marketers believe that attendee engagement is an important KPI for event success. (Bizzabo, 2019)
  • The majority (65%) of B2B marketers within the Professional Services industry host one-day conferences. (Bizzabo, 2019)
  • Over half (54%) of B2B marketers within the Professional Services industry host VIP events. (Bizzabo, 2019)
  • Over half (51%) of B2B marketers within the Professional Services industry host thought leadership events. (Bizzabo, 2019)
  • The majority (70%) of the B2B marketing industry will cancel all or some live events for the next 60 days, and nearly 25% plan to cancel some or all live events for the next six months. (Event Marketer, 2020)
  • The majority (65%) of B2B marketing industry plan to reallocate some or most of their live event budgets to online events, such as webinars (Event Marketer, 2020)
  • The majority (72%) of respondents project overall B2B marketing budgets will increase, stay the same, or only be cut moderately (by less than 20%). (Event Marketer, 2020)
  • 68% of B2B marketers use in-person events for lead generation initiatives. This is especially noteworthy considering that 73% of marketers are prioritizing lead quality in 2018. (AdStage, 2018)
  • 55% of B2B organizations spend over 21% of their marketing budgets on events. (Bizzabo, 2018)
  • 58% of B2B companies use event software at their events, compared to 54% of B2C companies. (Bizzabo, 2018)
  • The median spend by a B2B company sponsoring an event is $20,000 (Marketing Charts, 2018).
  • 68% of B2B marketers agree that live events help generate the most leads, while case studies help convert and accelerate the most leads. (Marketing Charts, 2018)

Software and Technology Event Statistics

  • The majority (95%) of marketers within the tech industry believe that in-person events have a major impact on achieving company business goals. (Bizzabo, 2019)
  • The majority (88%) of marketers within the tech industry believe that in-person events are a critical component of their company’s success—an increase from last year’s reporting. (Bizzabo, 2019)
  • The majority (97%) of event professionals in the technology industry used agenda features in their event app. (Event MB, 2020)
  • 82% of overperforming businesses in Software and Services have strong support from leadership regarding event strategy. (Bizzabo, 2018)
  • Overperforming businesses in Software and Services are 1.5x more likely to use event software that integrates with other core business platforms than underperforming businesses in this sector. (Bizzabo, 2018)

Commercial and Professional Services Event Statistics

  • The majority (96%) of respondents in the commercial & professional services industry believe events provide valuable opportunities for attendees to form in-person connections in an increasingly digital world. (Bizzabo, 2019)
  • The majority (92%) of respondents in the commercial & professional services industry agree leadership teams are very committed to their events strategy. (Bizzabo, 2019)
  • The majority (86%) of respondents in the commercial & professional services industry believe that in-person events are a critical component of their company’s success—an increase from last year’s reporting. (Bizzabo, 2019)
  • 72% of Professional Service companies expect a marketing budget increase for in-person events in the coming year. (Bizzabo, 2019)
  • The majority (54%) of event marketers in the professional services industry host events to drive brand awareness. Bizzabo, 2019)
  • 75% of overperforming businesses in the Commercial and Professional Services sector have strong support from their leadership regarding event strategy. (Bizzabo, 2018)
  • Overperforming businesses in the Commercial and Professional Services sector are 3x more likely to use event software that integrates with other core business platforms than underperforming businesses in this sector. (Bizzabo, 2018)

Media Event Statistics

  • The majority (97%) of respondents within the media industry believe in-person events can have a major impact on achieving a company’s primary business goals.(Bizzabo, 2019)
  • The majority (94%) of respondents within the media industry believe event software makes it easier to achieve business outcomes. (Bizzabo, 2019)
  • The majority (85%) of respondents within the media industry reported their leadership teams are supportive of their events strategy. (Bizzabo, 2019)
  • 24% of businesses within the media industry allocate over 51% of their marketing budgets to in-person events while most (48%) spend 1-20%. (Bizzabo, 2018)
  • Overperforming businesses in the Media sector are 2.7x more likely to use event software that integrates with other core business platforms than underperforming businesses in this sector. (Bizzabo, 2018)

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Suggested: Learn more about benchmarks for 2020 in this year’s Event Marketing Report.


Event Marketing Budgets and Trends Statistics

Event Marketing Budgets

  • The majority (57%) of event marketers believe their event budgets will decrease for 2021. (Bizzabo, 2020)
  • 85% of leadership (Senior Managers, Executives, and Board Members) believe in-person events are critical to their company’s success—double the number of leaders and executives from 2018. (Bizzabo, 2019)
  • 62% of marketers expect to see a marketing budget increase for in-person events in the coming year. (Bizzabo, 2019)
  • 48% of respondents state that their businesses allocate at least 21% of their marketing budgets to in-person events. (Bizzabo, 2019)
  • 50% of businesses are spending 21% or more of their total events budget on hosting events. (Bizzabo, 2019)
  • 33% of businesses are spending 21% of more of their total events budget on sponsoring events. (Bizzabo, 2019)
  • Overall meeting budgets are expected to rise in North America in 2020—in the US, by 1.8%. (AMEX, 2019)
  • Companies are 2.6X more likely to spend over 21% of their total events budget to host events rather than attend them. (Bizzabo, 2018)
  • 70% of businesses that are overperforming in regards to their company goals expect to increase their budgets for in-person events. (Bizzabo, 2019)
  • $7,500 is the median increase in event technology budget for 2019. (Bizzabo, 2018)
  • $1,200 – $1,700 (USD) is the average cost per attendee in North America. (AMEX, 2018)

Event Trends

  • The majority (95%) of marketers believe in-person events have a significant impact on achieving primary business goals. (Bizzabo, 2019)
  • 61% of event marketers believe that events are a critical marketing channel for meeting key business objectives. (Bizzabo, 2019)
  • The majority (85%) of leadership—Senior Managers, Executives, and Board Members—believe in-person events are critical to their company’s success.  (Bizzabo, 2019)
  • (60%) of leadership believes that events are the most critical marketing channel for achieving business goals. (Bizzabo, 2019)
  • 54% of event planners are spending more of their time and attention on the attendee experience rather than logistics. (AMEX, 2019)
  • Between 2017 and 2018, there was a 20% increase in leadership reporting as “very committed” to live events. (Bizzabo, 2018)
  • Overperforming event teams allocate 1.7x the average marketing budget to live events. (Bizzabo, 2018)
  • 81% of marketers believe that in the upcoming years, live events will become increasingly important to their organization’s success. (Bizzabo, 2018)
  • 33% of event planners would use additional budgets to invest in enhancing the attendee experience. (AMEX, 2018)

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Event Technology Statistics

Event Management Software

  • The majority (92%) of marketers believe event software makes it easier to achieve business outcomes. (Bizzabo, 2019)
  • Of marketers that are currently using event software, most (80%) do not have trouble proving ROI. (Bizzabo, 2019)
  • The majority (89%) of those who use event software believe that they save time when planning events. (Bizzabo, 2019)
  • The majority (89%) of event technology users save roughly 200 hours per year. In addition some (20%) of respondents see 360 hours or more saved per year with event technology. (Bizzabo, 2019)
  • Overperforming businesses are 2x more likely to use event software that integrates with other core business platforms. (Bizzabo, 2018)
  • Businesses that do use event software are 24% more likely to prove event ROI compared to those that do not use event software.  (Bizzabo, 2018)
  • 90% of event marketers believe providing an attendee experience that is personalized to their interests are important. (Bizzabo, 2019)
  • 64% of event marketers say the primary reason for hosting events is brand awareness for their company or products. (Bizzabo, 2019)
  • 39% of event marketers believe email marketing is the most effective channel for promoting events. (Bizzabo, 2019)
  • 79% of event marketers integrate their event software with a CRM. (Bizzabo, 2019)
  • 20% if event marketers believe APIs and integrations will hold the greatest areas for improvement for event technology in the future. (Bizzabo, 2019)

Event Apps

  • The majority (62%) of marketers believe a mobile app for an event can help drive attendee engagement. (Bizzabo, 2019)
  • 98% of event professionals use agenda and session features for their event app. (Event MB, 2020)
  • 60%-70% of event app features commonly used across industries are engagement-focused. (Event MB, 2019)
  • 41% of apps analyzed by Event MB included advanced networking features. (Event MB, 2019)
  • 100% of verticals analyzed in Event MB’s reporting listed event agenda in the top three most important features for an event app. (Event MB, 2019)
  • Users of Bizzabo’s Ultra Branded App saw an 84% increase in audience networking. (Bizzabo, 2019)
  • Users of Bizzabo’s Ultra Branded App saw a 42% increase in audience engagement. (Bizzabo, 2019)
  • 3% increase in use of mobile event apps as part of event technology in 2019. (AMEX, 2018)

Event Technology Adoption

  • An overwhelming majority of event marketers (90%) believe that technology can have a major positive impact on the success of their events. (Bizzabo, 2019)
  • The majority (80%) of marketers believe that their leadership team is supportive of their event strategy. (Bizzabo, 2019)
  • The majority (78%) of marketers believe that in-person events will become increasingly important to their company’s success. (Bizzabo, 2019)
  • 40% of event app developers boast an average adoption rate of over 80%. (Event MB, 2019)
  • About 52% of event app developers say that attendees use event apps mostly for session information. (Event MB, 2019)


Event Sponsorship Statistics

  • Almost half (49%) of respondents believe tools to connect sponsors and attendees both virtually and in-person will play a key role in their 2020 and 2021 event strategies. (Bizzabo, 2020)
  • Most (51%) of respondents believe their budget for sponsoring or exhibiting will remain the same in the coming year. (Bizzabo, 2019)
  • 33% of respondents allocate 21% or more of their marketing budget towards sponsoring or exhibiting at events. (Bizzabo, 2019)
  • Global sponsorship spending was up to 65.8 billion U.S. dollars. (Statista, 2018)

Event ROI Statistics

  • 91% of respondents believe event software makes it easier to achieve business outcomes. (Bizzabo, 2019)
  • 22% of respondents said multi-day conferences have the biggest impact on key business objectives. (Bizzabo, 2019)
  • Most (37%) of respondents primarily measure attendee engagement and satisfaction as a KPI for event success. (Bizzabo, 2019)
  • 54% of respondents have trouble showing event ROI to key decision makers. (Bizzabo, 2019)

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Attendee Engagement Statistics

Attendee Engagement

  • The majority (63%) of respondents believe tools to engage virtual attendees will play a key role in their 2020 and 2021 event strategies. (Bizzabo, 2020)
  • The majority (93%) of respondents agree that in-person events provide attendees with valuable opportunities to form in-person connections in an increasingly digital world. (Bizzabo, 2019)
  • The majority (90%) of respondents say providing a personalized experience for attendees are important to them. (Bizzabo, 2019)
  • The majority (70%) of respondents track attendee engagement and satisfaction as a KPI for event success. (Bizzabo, 2019)
  • The majority (63%) of respondents believe a mobile event app can drive attendee engagement. (Bizzabo, 2019)
  • 37% of respondents say attendee engagement and satisfaction are the primary KPIs they measure for event success. (Bizzabo, 2019)

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Gender Diversity Statistics

  • In 2019, one-third of event speakers (33%) were female. (Bizzabo Diversity Report, 2019)
  • When comparing the U.S., Canada, and the United Kingdom, The U.S. and Canada tied for most diverse with 64% male speakers versus 35% female speakers, respectively. (Bizzabo Diversity Report, 2019)
  • Technology events were found to have 63% male speakers versus 37% female speakers. (Bizzabo Diversity Report, 2019)
  • Education Management had a 50/50 split (50% female speakers/ 50% male speakers) showing ideal gender diversity. (Bizzabo Diversity Report, 2019)
  • In analyzing gender distribution across speakers by event type, Bizzabo’s study found Job Search & Info Sessions (69% female versus 31% male) and Fundraisers & Galas (58% female versus 42% male) to be the most diverse. (Bizzabo Diversity Report, 2019)
  • Summits (85% male versus 15% female) and Conferences & Conventions (66% male versus 34% female) were reported to be the least diverse. (Bizzabo Diversity Report, 2019)

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That’s a wrap on event marketing stats for 2020. We’ll continue to update this listing as more relevant insights surface throughout the year.  In the meantime, see how other event marketers are preparing for COVID-19 and beyond by checking out (Almost) IN-PERSON On-Demand.

Editor’s Note: This post was originally published on December 17, 2018 and has since been updated.

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