Why Events are a Strategic Imperative

Events are a non-negotiable investment. The widespread acknowledgment of their necessity is evident in the industry: a staggering 78% of event organizers acknowledge that live events are crucial for businesses. Two-thirds of corporate marketers agree that the significance of face-to-face events is increasing within their companies, cementing events as a standard component of marketing plans.

Marketing budgets reflect this strategic priority: on average, 14% of a marketing budget goes toward event marketing. This makes event marketing the second largest expenditure, following online advertising (19%).

The investment delivers clear returns in both trust and revenue:

• 79% of marketers drive sales through organized brand events. Sales (61%) and lead generation (66%) dominate B2B event priorities as top objectives for success.
• 80% of consumers believe that in-person events are the most trusted method to discover new products and services. Critically, 77% of respondents reported increased trust in a brand after interacting face-to-face with them at a live event.

Companies that fail to adopt ELG strategies risk stagnation, as 53% of companies that do not incorporate this approach reported that their events are underperforming due to the lack of a cohesive ELG strategy.

Pillars of Effective Event-Led Growth

Successful ELG implementation relies on integrating events across the organization and leveraging technology effectively. Three key areas define this modern approach:

1. Adopting a Data-First Mentality

Events are intrinsically valuable due to the trove of data they generate. They provide essential insights into attendee preferences, behaviors, and expectations. In an era facing the impending decline of digital cookies, events are becoming one of the few sources of high-quality first-party data.

Event leaders who adopt a data-first mentality treat their programs as data companies, enabling the use of data-driven strategies for precise targeting and customization. To prove the value of events to management, marketers must focus on relevant metrics. However, research indicates a significant oversight: US-based marketers notably neglect to track event registrations (54%), opportunities created (53%), and attendance rates (40%) to measure event effectiveness.

2. Prioritizing Attendee Experience and Personalization

Personalization is key to engaging this market: 80% of consumers are more likely to make a purchase when brands offer personalized experiences. This customization extends beyond mere targeting or segmentation, especially in communications. If personalization is overlooked, organizations risk losing market relevance.

Effective engagement spans the entire event lifecycle. Leveraging asynchronous engagement, an extension of the psychological concept known as the IKEA effect, can boost activation rates by 20-60%. Crucially, networking remains the main driver, with 88% of event professionals confirming that the main reason people attend events is for networking opportunities.

3. Streamlining Operations with End-to-End Technology

The strategic solution is adopting a single, end-to-end event technology platform. Utilizing one event platform reduces costs and complexities and ensures a cohesive and seamless experience for attendees. Attendees recognize this value, as event technology users report a 22% higher satisfaction rate compared to those relying on traditional physical event programs.

The event landscape is set for continued growth and adaptation. More than two-thirds (69%) of event marketers expect to plan more events this year, and 70% of companies are planning to increase their total marketing budgets in 2026.

The consensus in the market is clear: 80% agree their company would benefit from an event-led growth approach. Investing in scalable ELG tools is essential for business leaders to maintain momentum and achieve the measurable growth outcomes modern markets demand.

If you want to turn events from a marketing tactic into a true growth engine and implement an Event-Led Growth strategy with measurable outcomes, book a demo with Enjoee today. Discover how an end-to-end platform can integrate experiences, data, and technology into a competitive advantage for your brand: enjoee.it