The Next Era Of B2B Events: 8 Data-Backed Shifts Defining 2026

Short summary

Forrester's Q1 2026 research identifies eight data-backed shifts reshaping B2B events, addressing mounting budget pressure and competition for attendees. The study reveals significant misalignment between event teams and CMOs on event performance. Event leaders must adapt strategies to navigate this landscape.

• •Eight data-backed shifts are redefining B2B events in 2026
• •Budget constraints and attendee competition intensify pressure on event teams
• •Gap exists between event teams and CMOs on performance satisfaction

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