Most marketers say hybrid B2B events, which incorporate both online and in-person elements, will become more common in the coming years, according to recent research from ON24.

The report was based on data from a survey conducted in May 2021 among 200 B2B marketers, 70% of whom work for companies with more than 250 employees.

Some 95% of respondents believe hybrid B2B event approaches will become more widely used in the coming years.

B2B marketers say hybrid events have a number of benefits, including contributing significantly to the pipeline (88% agree) and providing more data compared with physical events (79%).

Common approaches to B2B marketing events

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The Hybrid Future: How B2B Events Are Evolving

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ABOUT THE AUTHOR

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Ayaz Nanji is a writer, editor, content strategist, and research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji