“We are spending more on events in 2025,” shared an excited CMO from a $160m cybersecurity company. Then other CMOs in the huddle offered variations on this theme.

Events are back. Big time.

I want to remind you that before the pandemic, 50% of B2B marketing budgets were allocated to events. Why so much, when a digital-only approach is seemingly more efficient and trackable? Sure you can track it. But digital-only is rarely as efficient or effective as advertised.

Events done right are multi-purpose magic.

Events help you close late-stage deals that otherwise would linger. Events reunite you with customers who might otherwise have churned. Events bring your employees together, to learn, to grow, to bond in a way that could never happen on Zoom. Events provide a showcase to celebrate existing partners and grab new ones. Events are launching pads for new products. Events can capture a year’s worth of content and first-party research.

Events bring humans together. And that’s magic these days.

Events are damn expensive. So, you better have experts working with you to get the most out of every event. Salespeople should earn the right to attend based on how many meetings they set up. Product experts need to be on hand to answer customer questions. And all staff in the booth should put their phones down and their smiles on. That person starring at your booth is probably a prospect.

Events are a physical manifestation of your brand.

If your booth experience is boring, so is your brand. Fix that. Events are parties disguised as business. Create a memorable experience from your premiums to your presentations. Teach your team to be gracious hosts, not rabid attack dogs.

Written by Drew Neisser