ROI Is the New Mandate: Events Are Back at the Center
B2B tech marketers are navigating tighter budgets and higher expectations in 2026. With ROI under the microscope, one strategy is emerging as both high-impact and measurable: events. IDC’s latest Sponsor Survey surfaces the data behind this shift, equipping marketing leaders with clarity on how and where to focus.
Events Deliver Real Value at Critical Stages
This isn’t a return to events as usual. It’s a reimagining based on measurable business outcomes.
According to IDC’s 2026 Sponsor Survey of 150 senior marketers across the US, UK, Germany, and Singapore:
- 67% rank brand awareness as a top priority
- 53% are focused on generating qualified leads
- 90%+ say events deliver the most value in mid-to-late funnel stages
Hybrid Takes the Lead and the Budget
The format matters, and hybrid is winning.
When asked which formats they’ll prioritize in 2026:
- 57% of marketers chose hybrid events as their top format
- 58% expect their event budgets to increase next year
This reflects a push for flexible, scalable, and inclusive experiences that can drive personalized engagement at scale.
What Performance Looks Like in 2026
To prove impact, marketers are aligning event ROI with funnel-specific metrics:
Top success metrics:
- Cost per opportunity (67%)
- Lead quality and conversion (60%)
- Deal influence in key accounts (43%)
Top challenges:
- Complex execution (52%)
- Delivering personalized experiences (42%)
Marketers aren’t just seeking impact,they need proof they can show upstream.
What Marketers Value Most in Event Partnerships
Marketers aren’t just choosing events; they’re choosing strategic ecosystems. The IDC survey reveals a strong alignment between what drives investment and what defines a valuable partner.
What drives investment in third-party events:
- High-quality lead generation (67%)
- Credibility through association with analysts or peers (63%)
- Expansion into new accounts or buying centers (47%)
These motivators point to one thing: marketers want more than visibility; they want validation and velocity. Events must open doors, fast-track trust, and spark meaningful conversations.
What defines the right partner:
- Price-to-value ratio (84%)
- High-caliber audience (seniority, budget influence) (69%)
- Personalization (66%)
- Fast execution and support (54%)
- Lead-to-pipeline conversion performance (53%)
- Custom targeting options (51%)
It’s not just about format or reach. Marketers are choosing partners that combine content credibility with precision targeting. In a complex buying environment, relevance, not just scale, wins.
Together, these findings reflect a clear mandate: outcomes matter. From tailored audience experiences to measurable lead progression, marketers are investing where value is both visible and verifiable.
Insight-Led Content Is the Difference-Maker
The success of an event hinges on relevance. That’s why marketers are doubling down on partners who bring audience precision and analyst-backed content.
- 91% say independent, analyst-led content is critical to event success
- Trusted insight builds trust across every stage of engagement before, during, and after the event
Key takeaway: Price-to-value, audience quality, and credible content are top criteria when selecting event partners.
Navigate Your 2026 Strategy With Confidence
Events are no longer standalone experiences, they’re central pillars in a broader B2B growth strategy. When backed by trusted tech intelligence, the right formats, and analyst-led content, events can help your team hit every metric that matters.
Whether you’re optimizing your event calendar or rethinking your demand strategy, IDC’s insights are here to guide your next move.
🗓️ Explore the IDC 2026 Events Calendar
Discover the best opportunities to connect with your audience with data, formats, and partnerships that work.