Event Marketer + Sparks Report

Event Marketer and Sparks have released their EventTrack 2026 Report — and there’s a brilliant podcast version on LinkedIn via Rachel Boucher and Erica Spoor👌🏻

Both formats offer a sharp look into how brand marketers are thinking about events. Below, I’ve pulled out some B2B-specific insights, along with my personal opinions from an event-tech perspective.

B2B marketers are backing events 🙌🏻

87% say they're spending more on events in 2025 than 2024 - which is great news.

That doesn't necessarily mean they'll be increasing the number of events they support though. 62% will be maintaining or reducing their event portfolio in 2026, suggesting they'll be focussing investment on the events with the most impact.

Event objectives are starting to change 🎙️

Engagement and nurturing remains the primary objective of B2B events, however in the space of 12 months, media and social coverage have started to catch up.

It’s increasingly about capturing both media and attendee attention, giving them something worth talking about and amplifying the brand’s voice. That might lead some to assume B2B events are now all about the creative “wow” factor and that the operational side matters less. I don’t believe that’s true, and here’s why.

Attendees only talk about an event or brand when the overall experience is genuinely positive, and that experience starts on day one, the moment they land on the event website. From there, every touchpoint needs to ooze quality, shaping their perception long before they walk through the door. Do that well, and the creative finale becomes the spark that seals the deal: a post on LinkedIn, Instagram, or TikTok. 🎉

The demand for consistently high-quality events now has to be balanced against rising cost pressures for attendees. With 57% of B2B attendees saying T&E restrictions will affect their ability to participate in 2026, brands will be under pressure to deliver exceptional experiences at the lowest possible price. And that doesn’t just mean keeping ticket prices down — it means taking a serious look at all cost drivers, which includes transport and accommodation, both of which heavily influence whether someone can actually attend.

What B2B marketers think events will look like in 2030 🔮

The report compares how B2B marketers today envision a 2030 event versus how they viewed it last year, offering valuable insight into the future of B2B events.

Networking will take the top spot, as B2B event marketers understand it’s the main motivator for attendees to travel.

Moving key events to new cities or locations also scored highly. It aligns with the growing emphasis on delivering a richer experience, but it needs to be managed carefully. We’ve all heard the horror stories: venues with too few hotel rooms, inadequate transport links, or local infrastructure that just doesn’t hold up. Brands and their agencies will need to work closely with event partners to make smart sourcing decisions. Event-tech companies hold a wealth of data that can help…

What B2B event attendees want from events 🙋‍♀️

Aligned with the above, the #1 focus for attendees is on networking but there is also a clear desire to get more involved, more hands on. Nobody enjoys nodding off during a keynote - we've all done it 😴

Sustainability implementation is forecast to be slow 🌿

Nearly half of B2B marketers are developing a sustainability strategy. The time it'll take to implement those strategies is quite scary though, with most saying 3-4 years.

There's clearly an opportunity for the events community to help expedite that process. It would be interesting to understand what is driving those timescales. There must be ways to move faster.