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Marketing — Archive · Vol 331 Issue 3

3 articles that week

IDC, Wednesday, October 15th, 2025

Why B2B Tech Marketers Are Doubling Down On Events In 2026

Vol 331 · Issue 3 · 2025-10-15

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.

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Why B2B Tech Marketers Are Doubling Down On Events In 2026