The Powerful Impact of In-Person Experiences on Event ROI

Section 1: Introduction

This eBook analyzes enterprise events from a C-Suite perspective. It answers the question of whether events deliver ROI. It asks if events can attract and engage people in person like they did in 2019. It asks whether events can be counted on as a profitable demand gen strategy. The Covid-19 pandemic disrupted enterprise events. Events moved to virtual formats during the pandemic. The resurgence occurred in 2022 and 2023. There are expectations that 2024 will return to pre-Covid successes. Many executives are not fully convinced events should be funded like in 2019. However, evidence suggests that events are delivering strong ROI again. This section sets up the context for the rest of the document. It highlights the shift from pandemic disruption to future growth in in-person events. The aim is to build confidence in the value of enterprise events for ROI.

Section 2: A Strong Outlook for In-Person Events Today – and in the Future

This section presents a strong outlook for in-person events today and in the future. C-suite executives have a vested interest in the success of enterprise events and their ROI. Traditionally, events improved customer relationships through in-person engagement, moved prospects into sales cycles, and delivered profitability. The Covid-19 pandemic shifted activity to virtual formats and reduced funding. Today, more in-person events are planned, and attendance is rising. There is optimism for strong ROI going forward. The subsection titled “In-Person Event Expectations for 2024 and Beyond” frames upcoming trends. CEOs expect more in-person engagements with high‑level customers. CMOs anticipate greater pipeline leads and faster closing of sales. CFOs seek increased assurance of potential ROI. These expectations influence how organizations allocate budget for events.

Section 3: The Value of In-Person Events Is Clear and Undeniable

Enterprise companies have historically found in-person events valuable, and evidence suggests a continued payoff. Since 2022, there has been an increase in the quantity of planned and executed events. This growth supports the view that events deliver value comparable to pre-pandemic levels. Face time with big-value customers remains a core benefit. Profitable use of a company’s time is another clear advantage. Revenue-building opportunities arise with new prospects through live engagements. Brand awareness and exposure increase as events reach broader audiences. Recent surveys show confidence that in-person events will return to pre-Covid numbers. Specifically, 94% believe events will return to pre-Covid exhibiting levels by the end of 2024. 80% of first-half-2023 events were in-person. 59% of meetings and events in 2024 will be in-person. 74% planned to participate in more in-person events in 2022. 55% expected the number of off-site events to rise between 2022 and 2025. These figures illustrate a rebound in in-person activity and support ongoing investment.

Section 4: The Cause for Confidence: In-Person Events Are Still a Key Marketing Channel

This section argues that the value of in-person events remains undeniable and central to marketing strategy. The trend shows more in-person events planned for today and in the future. C-level executives anticipate higher attendance and stronger engagement outcomes. This trend reinforces that in-person events are a key marketing channel. Four data points underscore the vitality of in-person events: 75% of exhibitors believed their trade show program would achieve better results in 2023 than 2022. 60% believed an attendance increase would fuel success in 2023. 60% of B2B marketers state that in-person events are the most popular marketing channel in 2023. 56% of marketers believe in-person events perform the best. These numbers reflect sustained demand and competitive advantage from face-to-face interactions.

Section 5: Trust in Event ROI on the Rise

Trust in event ROI has risen as confidence in trade shows grows post-pandemic. The Industry Update: New Data on Trade Show and Event Marketing notes that the majority of exhibitors track ROI and report returns that are the same or higher than pre-COVID levels, despite lower attendance. The Exhibit Leader Insights 2023 report confirms that trade shows provide value as both a marketing and sales channel. Senior leadership generally recognizes the worth of exhibits within the marketing mix. The report indicates that 70% of respondents feel their leadership views exhibits as valuable. It also reports that 71% believe in the value of trade shows as a marketing channel, and 67% see trade shows as a sales channel. These findings support ongoing investment in live events as part of the corporate strategy.

Section 6: The Key to ROI Success: Effective Event Management and Intelligence

This section argues that ROI success hinges on effective event management and trusted intelligence. No matter how optimistic the data, maximum ROI requires proper governance and support. When a company partners with Certain, it can access intelligence-powered, data-driven technology to bring people together through events. Certain’s offerings give C-level executives control, confidence, and certainty to predict actions and to improve event outcomes through better engagement. This approach accelerates sales pipelines and increases attendee-to-customer conversion. It provides measurable and actionable event intelligence. Rich attendee data enables enhanced lead flow capture and revenue attribution tied to global events. The section concludes with a call to action to learn how Certain can help create and deliver scalable events that energize sales and deliver business value.

Section 7: About Certain

Certain describes its role as a complete enterprise event management platform. The platform powers personalized event experiences and enables meaningful connections. It is used by large corporations, meeting management companies, and event producers worldwide. The system supports branding and white-labeling, personalization, social and mobile participation, and both virtual and in-person meetings. The platform integrates with marketing automation and enterprise systems. This integration delivers rich customer insights and event intelligence. The page ends with contact information and a brief About section.