In the first half of 2024, Bizzabo customers increased their event portfolios by 52% compared to the same period in 2023. This surge in events reflects a broader trend in the industry: a shift towards more regional, year-round engagement strategies.
Enterprise and Mid-Market Organizations Leading the Charge
The increase in event activity is particularly noticeable among enterprise and mid-market organizations. Between January and May, enterprise companies (those with 2,500 or more employees) hosted an average of 16 events, marking a 52.4% increase from 2023. Mid-market organizations (with 1,000 to 2,499 employees) experienced an even more impressive rise, hosting an average of 11 events, a staggering 112% increase.
In-Person Events Are Back in the Spotlight
In-person events have made a strong comeback, growing by 40.3% in the first five months of 2024. This resurgence in face-to-face interactions underscores the continued importance of personal connection in event experiences. While the number of virtual events remained stable, declining slightly by 0.8%, it's clear that organizations are eager to bring people together physically.
The Rise of Regional Events
One of the most significant trends we've observed is the growth of regional field marketing events. These intimate gatherings, typically with fewer than 150 registrations, increased by 60% between January and May. Enterprise customers hosted an average of nine of these events, while mid-market customers hosted an average of 10.
This shift towards regional events is a key component of the trend towards holistic, year-round event portfolios. Traditionally, January, February, and March aren't considered part of the "spring events season," but we've seen a 54.8% increase in in-person events during Q1 2024 compared to Q1 2023. January alone saw an 84.5% increase in events. Enterprise companies hosted an average of six smaller in-person events in Q1, a 76.5% increase, while mid-market organizations held an average of seven, a remarkable 217.4% rise.
Embracing the Future of Event Strategies
Alon Alroy, our CMO and cofounder, summed it up perfectly: "Bizzabo's report validates the growing trend toward complementing conference-style events with intimate experiences designed to engage regional audiences year-round. With this iteration to event strategies, it’s more important than ever to have event software that allows you to scale effortlessly."
As a leader in both the Gartner® Magic Quadrant™ for Event Technology Platforms and The Forrester Wave™: B2B Event Management Technology, Bizzabo is committed to staying ahead of industry trends. We are continuously releasing features that enable our customers to adapt quickly and efficiently, driving business impact through innovative event strategies.
We look forward to seeing how our customers continue to leverage Bizzabo to create meaningful, engaging event experiences throughout 2024 and beyond.
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