92% plan to improve post-event follow-ups – Forrester
More than 90% of event professionals plan to improve their attendee follow-up strategies to maximize ROI, according to a new study.
The Forrester study also highlights eight key trends eventprofs should focus on this year. Get the complete details below.
Here are the top headlines for your weekly event news updates:
- 92% aim to prioritize post-event follow-ups – Forrester study
- NürnbergMesse CEO’s contract extended till 2029
- Global printing association achieves sustainable event certification
Are you also wondering how to nurture your red-hot leads before they go cold? Discover how omnichannel lead intelligence can help you.
Read on for your full Week in Events roundup ⤵️
92% aim to prioritize post-event follow-ups – Forrester
Post-event follow-ups is a priority for nine out of 10 eventprofs trying to boost ROI, according to a new study by Forrester.
The Q1 2024 State of B2B Events Survey shows 92% intend to improve in this area, while 77% of the respondents are also eager to enhance their efforts to build year-round engagement.
The study was conducted during February – March, polling over 200 industry professionals.
Here are the key trends that event decision-makers need to focus on, according to the report:
- Budget pressures and shifting priorities: Most marketers face reduced or flat budgets, despite inflation easing since 2022–23. Stakeholders still demand the same event quantity and quality, prompting marketers to reassess strategies, priorities and team structures for cost and efficiency gains.
- Changing B2B event mix: The survey reveals key changes in the B2B event mix: 58% of marketers plan to increase small, hosted in-person events, making it the fastest-growing type, followed by webinars – especially among midsized and North American firms. Marketers should design integrated, audience-centric event plans considering all options.
- Extending event value: Marketers are looking to extend event impact, with 92% planning better post-event follow-ups and 77% seeking year-round attendee engagement. Leaders now create integrated 12-month plans, leveraging various event formats and repurposed content to boost engagement between events.
- Data and measurement reign supreme: Data and measurement are top priorities, with 95% focusing on performance and ROI. To succeed, marketers need a new approach to selecting, deploying, and integrating event technology.
- ESG – A regional divide: Teams have deprioritized ESG initiatives, with notable regional differences: 79% of EMEA teams focus on sustainability compared to 32% in North America. Surprisingly, despite potential brand benefits, CMOs show significantly less interest in ESG-related events than event leaders.
- Event tech boom, consolidation needed: Event technology usage and spending have surged. Around 25% of large enterprises use six or more B2B event tech solutions, spending over $250,000 annually. Despite budget pressures, most plan to maintain current spending. Leaders should prioritize exploring consolidation opportunities.
- Tech integration lags: Event technology integration remains challenging. Only 20% of enterprises have integrated their primary B2B event tech with their broader marketing stack. Many teams see event tech as tactical, not strategic, and lack the skills or focus needed for integration, missing opportunities to leverage captured data.
- Centralization gains traction: Leaders are looking to centralize event management (planning, execution, and technology) through centers of excellence to boost efficiency and scale event activities.
NürnbergMesse CEO’s contract extended until 2029
NürnbergMesse’s supervisory board has approved a contract extension for CEO Peter Ottmann until 2029.
The board, chaired by Nuremberg Lord Mayor Marcus König and home affairs minister Albert Füracker, expressed its confidence in Peter’s leadership for another five years.
The incumbent CEO has been a key figure at NürnbergMesse since 1994, serving as joint CEO from 2011 and sole CEO since 2023.
He will continue to be supported by the four other members of the executive board that will collectively form the management team guiding the NürnbergMesse Group for the next five years.
Marcus said: “I want to thank the Supervisory Board for its unanimous decision and the firm confidence in Peter Ottmann it thus expresses.
“The extension of his contract will ensure continuity at the top for NürnbergMesse.
“With all his experience, his worldwide contacts, and his interest in innovation, Peter Ottmann will assist the company as it evolves towards a secure future.
“He will continue until 2029 to set the course for NürnbergMesse’s next decade.”
Albert added: “Peter Ottmann is part of the bedrock of NürnbergMesse, and has had a fundamental influence in shaping the company.
With expert skill and well-conceived initiatives, he has led the company reliably and successfully through all the highs and crisis-induced lows of recent years.
“I’m very pleased to know that management will remain in such competent hands for another five years.”
Peter Ottmann said: “This year NürnbergMesse is celebrating its 50th birthday.
“I’m delighted to have the privilege of continuing to lead the company as CEO, jointly with my team, so that we and our colleagues at NürnbergMesse can continue our success story.
” I very much want to thank the Supervisory Board for its continued trust and our majority shareholders, the City of Nuremberg and the Free State of Bavaria, for their support.”
Global printing association achieves sustainable event certification
A global collective of printing groups has stepped up its sustainability efforts by securing an ISO green certification.
FESPA (Federation of European Screen Printing Associations) – which includes screen printing, digital printing and textile printing industries – gained the ISO 20121:2012 certification for Sustainable Event Management.
This internationally recognized standard validates FESPA’s commitment to a comprehensive and effective system for sustainable event practices.
It underscores their efforts to minimize their events’ environmental impact, promote sustainability within the print industry, and foster positive community engagement.
FESPA’s 2025 Berlin events will be the first in the specialty print sector to be held under this certification.
FESPA CEO Neil Felton said: “Our team recognises the importance of operating our events in a manner that delivers exceptional value to our attendees and exhibitors, while also prioritising environmental responsibility and community engagement.
“We look forward to delivering our 2025 events in accordance with the certified sustainable events management system, and we hope our example inspires our community to look at ways of optimising their sustainability performance.”
To secure this ISO certification, FESPA implemented comprehensive policies and procedures targeting waste reduction, energy efficiency, carbon emission reduction and stakeholder engagement.
FESPA’s sustainability objectives and event targets include:
- Planning: Integrating sustainability into decision-making throughout the event management cycle.
- Environmental: Prioritizing sustainable products and services, and adopting reduce, reuse, recycle practices.
- Transportation: Minimizing transportation needs or reducing journey lengths.
- Packaging: Reducing and eliminating packaging, and opting for reusable or recycled materials.
- Product criteria: Researching product origins and manufacturing processes to avoid negative environmental impacts.
- Purchasing criteria: Ensuring sustainable procurement practices and compliance among all employees.
- Social: Partnering with companies that share FESPA’s values on workforce treatment and community impact.
- Energy: Enhancing energy efficiency and favoring renewable energy sources.
- Hazardous products: Avoiding hazardous products and adhering to UK COSHH regulations when necessary.
- Occupational health and safety: Prioritizing responsible occupational health and safety practices.
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