The Hybrid Future: How B2B Events Are Evolving

Most marketers agree that hybrid B2B events, which combine both online and in-person elements, will become more common in the years to come. According to recent research from ON24, 95% of respondents believe this to be true. B2B marketers also say hybrid events will contribute significantly to the pipeline and provide more data than physical events.

Despite this, only 24% of marketers plan to develop new strategies for hybrid events that prioritize both in-person and virtual audiences. Marketer say the top elements they hope to incorporate into future hybrid events are technology integrations and the ability to connect with attendees in real-time.

The report was based on data from a survey conducted in May 2021 among 200 B2B marketers, 70% of whom work for companies with more than 250 employees.