Major Shift in Marketing Strategy
A new benchmark study reveals that events have transitioned from marketing tactics to strategic centerpieces within Fortune 1000 companies. EventTrack 2026, produced by Event Marketer in partnership with Sparks, surveyed over 1,000 Fortune 1000 marketers and event attendees across B-to-C, B-to-B, and trade show sectors.
The research indicates that 57% of both B2B and B2C companies plan to increase event attendance, signaling a significant investment in experiential marketing approaches.
Measurable Impact on Purchase Decisions
The study demonstrates clear return on investment metrics for event marketing. According to the findings, 61% of consumers report being more inclined to purchase after attending an event, while 85% of B2B attendees feel more educated following event participation.
These statistics suggest that live experiences are delivering measurable impact on both purchase intent and brand loyalty, moving beyond traditional marketing channels to drive business outcomes.
Sustainability Integration
The research highlights sustainability as an emerging priority, with 82% of brands either having or developing sustainability strategies. This trend reflects the growing importance of environmental considerations in event planning and execution.
Comprehensive Research Package
EventTrack 2026 includes over 50 pages of exclusive data and insights, along with an executive summary providing key takeaways and forecasts. The study also features what Sparks calls an "Insights to Action" framework, designed to help organizations apply findings to their event portfolios.
Additional components include a dataset of charts and benchmarks intended to support investment cases for 2026 event planning, plus access to peer-to-peer roundtables with brand marketers through the Sparks Insights Series.
Based on reporting by Event Marketer. Read the original article.