63% of Marketers to Host In-Person Events Within the Next 24 Months

As marketers begin to shift back toward in-person events following the Covid-19 pandemic, new research indicates that they are developing strategies to host more of them in the coming months.

Kaltura recently published “The State of Events 2023” report, and data suggested that most marketers (63%) have plans to host in-person events within the next 12 to 24 months. Additionally, the majority of respondents (48%) stated that they expect to attend in-person conferences in 2023.

That being said, marketers are still preparing for unexpected roadblocks that may arise following the Covid-19 pandemic. Approximately 93% of respondents admitted that they either have a plan or they are working on one to pivot from an in-person event to a virtual event, if necessary.

The Revival of B2B In-Person Marketing Events

With Covid-19 restrictions easing in some regions, previous research suggests that B2B marketing in-person events, in particular, are continuing to go on as planned.

The Center for Exhibition Industry Research (CEIR) released B2B statistics gathered from the fourth quarter of 2021, and data suggested that the B2B exhibition cancellation rate had fallen to 12.5%. This is compared to 20.6% recorded in the previous quarter, and the rate of 91.3% in the first quarter of 2021.

“Rising vaccination rates and continued robust economic activities bode well for the B2B exhibition industry,” said CEIR economist Dr. Allen Shaw, chief economist for Global Economic Consulting Associates, Inc. “The B2B exhibition cancellation rate should decline further.”

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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