B2B Hybrid Event Strategy | the study

According to a recent ON24 study, most marketers say that hybrid B2B events, which include both online and personal elements, will become more common in the coming years.

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 that hybrid B2B event approaches will become more widely used in the coming years.

B2B marketers say hybrid events have a number of benefits, including providing significant data compared to significant pipeline contributions (88% agree) and physical events (79%).


While acknowledging that hybrid B2B events are likely to be more common, only 24 marketers say they plan to develop new strategies for hybrid events that cater to both personal and virtual audiences.

Hybrid event strategy

Marketers say they hope to incorporate top elements into future B2B hybrid events with technology integration (CRM, etc.) and the ability to connect with the audience in real time.

Adding elements to hybrid events.

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

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