USA and Canada : Emerald publishes B2B Events...
USA and Canada

Emerald publishes B2B Events Industry Outlook

Photo: Emerald

In-person events will bounce back – this is the key result of the B2B Events Industry Outlook published by Emerald. The number of in-person events planned – as well as participation in those events – is anticipated to rise in 2022 from 2021 but expected increases do not fully offset 2019 vs. 2021 declines. These results are based on responses of 1,007 business-to-business event planners, vendors/providers, and attendees in the United States and Canada in autumn 2021.

„Quality engagements is a priority.“
B2B Events Industry Outlook 2022, Emerald
According to the survey, the future of B2B events is a live plus digital experience: Attendees and B2B vendors/providers are looking for a new model that combines the best of in-person and digital events, orchestrated for year-round engagement and commerce. Thus, e-commerce will become a growing component of year-round engagement, the research finds. "All survey groups want organisers to enable and help facilitate these transactions", the report states. Quality engagements is seen as a priority: All three surveyed groups indicated that in the future, they'd be prioritising the quality of contacts and level of engagement beyond actual events.

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