In this first instalment, we’ll explore the huge increase in demand for B2B events from delegates and sponsors and investigate how B2B marketers can get involved. We’ll also look at how the best marketers are approaching ROI more intentionally, blending data and storytelling to truly demonstrate impact at events. Finally, we’ll consider the rising importance of measuring your ROR (return on relationships). Here’s what’s hot—and getting hotter—in 2025:

Face-to-face events are back – and attendance is on the rise.

54% of B2B event delegates plan to attend more face-to-face events in 2025, according to the latest findings from event management platform Bizzabo.

B2B event suppliers are feeling the momentum too. According to Bizzabo, 57% report increased attendance at their events in the past year, and 60% are planning to host more face-to-face events in 2025 compared to 2024. Meanwhile, optimism is high across the market – 71% of suppliers surveyed by Eventbrite’s 2025 TRNDS report expect their business to grow in 2025.

B2B Marketers are following suit. Recent independent data from Statista reveals that in-person events now top the list of B2B marketing strategies for the near future.

But here’s the catch: not everyone has caught up. Conversations across Ei’s global network suggest that many marketing departments – and budgets – still underestimate the return of face-to-face. So, how can marketers get ahead of the trend and make their budget stretch for maximum impact?

It starts with strategy – reassessing event goals, formats, and priorities to decide where to run, sponsor, or show up. Then, it’s all about performance.

Rethinking Event Performance: The Shift to Intentional, Story-led ROI Measurement

Forrester’s recent report on the Global B2B Events market shows that 95% of marketers now rank ROI measurement as their top priority. Metrics like number of meetings, booth engagement, lead volume and quality are essential for understanding what’s working—and where to improve. In 2025, success is all about showing impact.

But – and it’s a big but – while hard ROI is a worthy goal, the reality is that not everything meaningful can be neatly quantified. Yes, track the meetings, leads and booth engagement—but don’t overlook return on relationships, brand momentum, and strategic visibility.

The smartest marketers we speak to are blending numbers with narrative, using both data and storytelling to capture the full impact of their event presence.

The bottom line? Be intentional. Know what success looks like for you and design every event touchpoint to move the needle that way —whether that’s pipeline, partnerships, or perception.

The Rise of ROR: Return on Relationships

In 2025, Return on Relationships (ROR) is taking centre stage as a key metric for event success. But what exactly does it mean?

ROR is all about the long-term value you gain from building and nurturing connections—with clients, prospects, partners, and even influencers. It’s not just about racking up leads during an event. Instead, it’s about:

  • Deepening existing relationships
  • Opening doors to future opportunities
  • Strengthening trust and credibility
  • Turning contacts into loyal advocates

In short, ROR measures how well your event builds meaningful connections that can fuel business growth over time—even if there’s no immediate payoff.

How to Measure ROR

So, how do you measure something like ROR? It’s easier than you might think.

Engagement scoring tools are a great way to track ROR. These tools assign points based on the actions delegates take before, during, and after an event—everything from reading your emails to sharing post-event content. By tracking these interactions, you can get a clear picture of how well your event is engaging its audience and fostering lasting relationships.

What Next? Rethinking Your 2025/26 Event Strategy

As the B2B events landscape is flooded with new events, it’s time for marketers to shift gears. The focus for 2025 isn’t on doing more events, it’s on doing more events well – in the right way for your marketing strategy.

That means focusing intentionally on the forums that work best for you. It also means rethinking your approach to ROI measurement to include more storytelling and measuring success not only through leads but through longer-term relationship-building metrics.

If you’re looking to rethink your event strategy for 2025/26—whether it’s where to show up, how to stand out, or how to measure impact—we’d love to help. Reach out to us on LinkedIn or drop us a message via our website. Let’s make your next event count.

EI’s in house analyst team specialise in finding and evaluating B2B industry events for marketers looking to breathe life into an existing events strategy, or reach new markets. We also consult on agenda development and marketing collateral development for in-house gatherings.

If you are looking to sponsor B2B events or develop your own, please get in touch at info@ei-a.com or via our LinkedIn page to find out how we can help.