The Next Era Of B2B Events: Eight Data-Backed Shifts Defining 2026

Short summary

Forrester's Q1 2026 research shows B2B event teams are under pressure from constrained budgets, intensified competition, and rising audience expectations. While roughly half of event practitioners report strong performance, only 38% of CMOs agree—exposing a critical executive misalignment. The research identifies eight data-backed shifts reshaping B2B events in 2026.

• •Event teams face budget constraints and rising competition
• •CMO confidence (38%) lags practitioner satisfaction, exposing strategic misalignment
• •Forrester identifies eight emerging shifts in 2026 B2B event strategy

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