Community-Centered Events Remain Most Successful At Bringing In Prospects, Webinars Least
Events continue to play a crucial role in both B2B and B2C marketing, with experiential and sponsorship marketing among the few offline media types projected to see spending growth this year. A study by Splash surveyed 1,255 marketers in the US and UK involved in event programs, revealing that customer expansion is a top priority, particularly for US marketers. Among US respondents, community or networking events (56%) and brand pop-up events (50%) are the most commonly used for targeting prospects, while for customer engagement, brand pop-ups take the lead.
Beyond these top two event types, US marketers also incorporate private VIP events (38%), conferences or trade shows (36%), and product launches (36%) for prospect engagement. Product launches gain even more significance when targeting existing customers, ranking third (38%), followed by private VIP events (33%). In contrast, UK marketers favor a different approach, with sales-led or local field events (45%) ranking as the most commonly used type for customer engagement, despite being among the least used in the US.
Both US and UK marketers cite a lack of event data and misalignment between marketing and business goals as their top challenges. However, US marketers struggle more with budget constraints, whereas UK marketers highlight inconsistencies in the customer journey as a key obstacle. Meanwhile, traditional in-person events remain dominant, with 73% of respondents having hosted one last year, compared to 45% hosting virtual events and 35% hybrid events. Among those using a mix of formats, 60% reported that in-person events were the most effective for revenue generation.
These insights highlight the growing importance of in-person events, the need for better data-driven event strategies, and the evolving approaches to event marketing across regions. Brands should focus on aligning event goals with business objectives, optimizing budgets, and leveraging event data to maximize impact.
Key Actionable Takeaways:
Prioritize In-Person Events for Revenue Growth – With 60% of marketers finding them most effective, invest in high-impact physical events.
Leverage Community & Networking Events for Lead Generation – These are the top event types for engaging prospects, particularly in the US.
Use Brand Pop-Ups for Customer Engagement – Pop-up events are highly effective for both customer retention and new acquisitions.
Adapt Event Strategies by Region – US marketers should consider incorporating more sales-led events, while UK marketers may benefit from networking events.
Incorporate Virtual & Hybrid Events Strategically – While less dominant, these formats can expand reach and offer cost-effective engagement.
Align Event Goals with Business Objectives – Address misalignment issues by setting clear KPIs that connect events to broader business strategies.
Invest in Event Data & Analytics – Improve measurement capabilities to prove event ROI and justify budget allocations.
Optimize Budget Allocation – US marketers should focus on overcoming budget constraints by prioritizing high-performing event types.
Personalize Event Experiences for Different Audiences – Use different formats and themes for prospects versus existing customers to maximize engagement.
Experiment with Webinars & Trade Shows for UK Audiences – UK marketers are 69% more likely to use webinars and 60% more likely to see trade shows as revenue drivers—capitalize on these insights.
