Virtual and hybrid events have more than proved their staying power as in-person experiences resumed post-pandemic. In fact, 62% of B2B marketers said they plan to attend webinars in 2025, while 45% will host their own webinars, according to a November 2024 survey by Sagefrog Marketing Group.

Investment in event platforms can help marketers tackle challenges and boost event ROI. Many marketers struggle to quantify the impact of events and measure success effectively. B2B companies tend to focus on tangible metrics like attendance numbers, but often overlook the wider benefits events provide in branding, building credibility, and networking.

Despite challenges in measuring ROI, events are proven to connect buyers and sellers. Nearly 7 in 10 (66.9%) B2B buyers cited attending live or virtual events as a way they interact with vendors, according to an October 2024 survey by 6Sense.

Event technology plays a crucial role in measuring event outcomes. Most touchpoints, from pre-event outreach to post-event interactions, can be tracked using technology, which helps in quantifying more qualitative aspects like attendee engagement, networking connections, and participation rates. This data can feed into marketing automation and customer relationship management (CRM) systems. Event technology also captures first-party data during events, enabling personalized follow-up interactions and tailored future events. About 40% of US B2B marketers reported personalizing webinars and virtual events as digital experiences, according to a September 2024 survey by ON24.

AI-powered event platforms are tackling the challenges of organizing events. They improve event experiences by personalizing content, analyzing attendee data, automating marketing tasks, and offering real-time support. For example, an August 2024 survey by Global DMC Partners showed that 83% of event professionals are already using AI-powered chatbots.

The AI-powered events platform

As with most marketing (and all tech), the rise of AI is prompting software companies to add or improve features powered by large language models. Here’s how AI is enabling event platforms to address emerging needs:

1. Enhancing engagement: AI-driven chatbots and recommendation tools tailor attendee experiences, offering relevant content and simplifying networking connections that would be difficult to handle manually.
2. Providing real-time insights: Some platforms use AI to analyze attendee behavior in real time, gauging sentiment and engagement. Organizers get quick feedback on trending sessions and engaged attendees, allowing for informed decisions.
3. Simplifying hybrid event management: AI automates tasks such as directing questions to the right channels and enhancing engagement for both in-person and online attendees.
4. Driving innovation in a growing market: As event tech gains recognition, AI-powered features provide vendors with new opportunities to stand out.

These AI-powered platforms are evolving into smart systems that streamline tasks, personalize experiences, and provide in-depth insights. Some can automatically create session summaries or draft follow-up materials from recordings.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.