Why B2B Tech Marketers Are Doubling Down On Events In 2026
IDC, Wednesday, October 15th, 2025
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.
Events deliver real value at critical stages
This isn't a return to events as usual. It's a reimagining based on measurable business outcomes.
According to IDC's 2026 Sponsor Survey of 150 senior marketers across the US, UK, Germany, and Singapore:
- 67% rank brand awareness as a top priority
- 53% are focused on generating qualified leads
- 90%+ say events deliver the most value in mid-to-late funnel stages
Hybrid takes the lead and the budget