10 Statistics Every Experiential Marketer Should Know About the State of the Trade Show and Event Industry
The Top Insights from Event Marketer’s EventTrack 2026 Report for Exhibitors and Event Marketers
Experiential marketing isn’t just thriving; it’s evolving faster than ever. According to Event Marketer’s EventTrack 2026, brands are doubling down on live experiences as a cornerstone of their marketing mix. Whether you’re planning consumer activations or B2B conferences, these ten stats reveal where the industry is headed and how you can stay ahead of the curve.
B2C Insights: Consumer Events Are Driving Engagement and ROI
1. 84% of Consumer Marketers Will Increase Event Spending in 2026
Budgets are on the rise, with a third of marketers reporting they will increase spend by 8%–15%. The focus? Fewer but higher-quality events that deliver measurable impact.
Pro tip: Invest in loyalty activations and retail experiences; they’re seeing the fastest growth and signal to your audience you're committed to building a relationship.
2. PR Is the New Top Goal for Consumer Events
64% of B2C marketers rank media coverage and PR as their #1 objective, overtaking awareness.
Why it matters: Events are now content engines. Plan activations that maximize press and social reach.
3. Content Is King and the Biggest Investment Area
52% of consumer marketers say content created for events is their top spend category, followed by giveaways and surprise-and-delight experiences.
Actionable insight: Create content holistically with a shared asset library in mind. Empower your brand to repurpose and reuse content with ease. Build experiences that are inherently shareable to amplify your event beyond the venue.
4. Leads Are the Most Important Metric for Consumer Events
51% of B2C marketers now measure success by leads and data collection, not just foot traffic or awareness. Brands are shifting focus from KPIs like impressions and attendance to ROI metrics like cost per conversion.
Pro tip: Integrate lead capture seamlessly into your event design without compromising the attendee experience.
5. Sustainability Is Becoming Non-Negotiable
92% of consumer brands have or are developing a sustainability strategy, up from just 24% of brands having a sustainability strategy in 2024.
Actionable insight: 73% of attendees surveyed report caring about sustainability efforts. Make eco-conscious choices part of your brand story and event strategy by incorporating sustainable practices and materials in the construction and design.
Download our free Event Marketer’s Survival Guide and learn the tactics, strategies, and insights the world’s top brands are using to create unforgettable events.
B2B Insights: Business Events Are Leaner, Smarter, and More Strategic
6. 86% of B2B Marketers Will Increase Event Spending
While budgets are up, portfolios are tightening. 55% will keep the same number of events, focusing on high-performing experiences.
Takeaway: Quality over quantity. Invest in formats that deliver deeper engagement.
7. Trade Shows Are Back in the Spotlight
47% of B2B marketers plan to do more trade shows in 2026, signaling higher confidence in the channel.
Opportunity: Elevate your booth strategy with interactive demos and networking spaces.
8. Media Coverage Surges as a Core Objective
PR goals jumped from 25% to 53% among B2B marketers, mirroring consumer trends. The gap between B2B marketing strategies and B2C is closing.
Strategy tip: Align event planning with your PR team to maximize earned media and social amplification. Use trade shows as your stage for unveiling new products or services to optimize your efforts.
9. ROI Is Rising but Sales Isn’t the Only Metric
32% of B2B marketers report increasing ROI, with lead generation still the top metric. Direct sales dropped from 61% to 25%, reflecting a shift toward long-term relationship building.
Actionable insight: Design events that nurture connections and feed the pipeline, not just close deals. Focus on the buyer’s journey and their purchase intent signals rather than just closing deals on the spot.
Learn how to crush your ROI goals in our recent blog post here.
10. Sustainability Is on the Agenda for 87% of B2B Brands
Most expect to achieve a more sustainable portfolio within 3–4 years, though cost remains a challenge.
Actionable insight: Start small, reduce waste, choose eco-friendly materials, and clearly communicate your efforts.
Use our Trade Show Planning Guide, crafted by industry experts, to deploy these insights at your next show.
Key Takeaways: The State of Experiential Marketing in 2026
- Experiential marketing is accelerating: Both B2C and B2B brands are increasing event budgets, signaling strong confidence in live experiences as a core marketing channel.
- PR and content are redefining event goals: Media coverage and shareable content have overtaken awareness as top priorities, turning events into high-reach storytelling platforms.
- ROI metrics are evolving: Success is measured less by immediate sales and more by lead generation, data capture, and long-term relationship building.
- Sustainability is in the spotlight: Many brands are implementing eco-conscious strategies, reflecting attendee expectations and industry-wide responsibility.
- Trade shows are surging: After years of uncertainty, B2B marketers are doubling down on trade shows, emphasizing quality engagement over quantity.
- Events are becoming multi-channel marketing engines: With content creation as the largest investment area, brands are leveraging events to fuel digital campaigns and earned media.
What This Means for Experiential Marketing in 2026 and Beyond
Experiential marketing is no longer a “nice-to-have” it’s a strategic driver of brand visibility, engagement, and revenue. From PR-centric goals to sustainability commitments, the playbook is changing. Brands that embrace these trends will not only meet audience expectations but also create measurable business impact.
Credit
All data and insights sourced from Event Marketer’s EventTrack 2026 Report. For the full study, visit https://eventmarketer.com/eventtrack26.
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