In today's fast-paced event landscape, a one-size-fits-all approach just doesn't cut it anymore. Enter the 360 event strategy—a comprehensive plan that leverages multiple event types, both online and in-person, to create meaningful and lasting experiences for attendees. Based on insights from our 2025 State of Events and Industry Benchmarking report, we’ll explain how adopting a well-rounded event strategy can significantly benefit both organizers and attendees in this article. Let's get started!
Small but mighty field and micro-events drive big results
Local field and micro-events are making a big impact, with 64% of organizers utilizing them to complement larger B2B conferences, summits, and conventions. These smaller, localized gatherings offer an intimate setting that fosters deeper connections and attendee engagement.
A whopping 77% of organizers say field events are crucial to their overall success, but why are they so effective? Compared to large-scale conferences, field events create an intimate setting where attendees can engage in deeper, more meaningful conversations. This face-to-face interaction fosters stronger relationships, builds trust, and accelerates the sales cycle. Plus, with a highly targeted audience, organizers can tailor content, networking opportunities, and experiences to align perfectly with attendee needs, making every interaction more impactful. The result? More qualified leads, stronger partnerships, and a direct path to achieving business goals.
Additionally, 80% of organizers agree that field events are a powerful tool for building and growing community. Their true power lies in their ability to connect like-minded individuals who might not otherwise cross paths. Whether it’s customers sharing best practices, prospects gaining real-world insights from experienced users, or industry peers discovering new collaboration opportunities, field events create a shared space where valuable connections happen organically.
For example, when customers interact with prospects, they provide authentic, unscripted testimonials that carry far more weight than any sales pitch. These real-life success stories help build trust and confidence, making prospects more likely to convert. Similarly, when existing customers connect, they can share challenges, strategies, and creative ways to maximize value from a product or service—turning a one-time transaction into a thriving community.
Beyond business benefits, these interactions foster a sense of belonging, making attendees feel more invested in both the brand and each other. This strengthens customer loyalty and increases the likelihood of long-term engagement. By putting the right people in the same room, field events spark conversations, collaboration, and connections that drive lasting impact.
Webinars remain a powerhouse for digital engagement
Webinars continue to be a favorite among attendees and organizers alike. Our data shows that 53% of attendees participate in 1-4 webinars annually, while 32% attend 5-9. Even more telling, 67% of attendees believe webinars provide the best learning opportunities, which explains why over half (53%) plan to attend more in 2025—a significant jump from 29% last year.
From an organizer's perspective, webinars are paying off. 40% typically host 5-8 webinars annually, and 61% reported an increase in attendance over the past year. But beyond attendance, webinars are delivering results:
- 81% of organizers say webinars help them achieve their event goals.
- 42% of organizers view webinars as an effective community-building tool.
With this growing demand, organizers are finding new ways to keep their content working long after the live session ends. In fact, 82% are leveraging video-on-demand (VOD) content, and more than half are gating it to generate leads and extend value over time. This shift proves that webinars aren’t just a one-time engagement tool, they’re a lasting asset in any event strategy.
In-person events build stronger connections that last
How could we discuss a holistic event strategy without discussing the star—large, in-person B2B events like summits, conferences, and conventions?
Event organizers that we surveyed reported significant investment growth for in-person events in 2025, with 53% expecting their budgets to increase this year. Additionally, 66% of organizers plan to host more events in 2025, a substantial rise from 42% last year.
Attendance is also on the rise, with 57% of organizers reporting growth at their in-person B2B conferences, summits, and conventions over the past year—a steady increase from 52% in the previous year. As attendance continues to grow, organizers are reaffirming the value of in-person events. 78% consider in-person events the most impactful marketing channel for their organization, and 80% say these events are critical to their organization’s success. Furthermore, 83% report that in-person B2B conferences, summits, and conventions are the most effective way to build and grow community.
For attendees, networking remains a top priority. Half of attendees agree that in-person B2B conferences provide the best networking opportunities. 54% plan to attend more in-person events in 2025, marking a significant increase from 32% last year and signaling a renewed enthusiasm for in-person experiences.
Along with this positive outlook, attendees are placing increasing importance on sustainability when deciding whether to attend an event. Although sustainability isn’t a top focus for many organizers, it’s clear that a renewed commitment to sustainable practices is necessary to meet attendee expectations. As one C-level organizer explained:
“Sustainable practice has become the second-largest challenge because it requires balancing economic, environmental, and social dimensions while addressing resource constraints, environmental degradation, and uncoordinated development issues.”
Modern event technology is revolutionizing experiences
As technology continues to evolve, so do attendee’s expectations for more interactive and seamless event experiences. Our research shows that 73% of attendees expect in-person conferences to leverage cutting-edge event tech, up from 63% last year.
The demand for a seamless digital experience is also evident in mobile apps, with 55% of attendees stating that a mobile event app can make or break their event experience. Additionally, 68% stressed the importance of having a mobile event app to navigate sessions, connect with peers, and access event content in real-time.
On the organizer side, technology is more crucial than ever:
- 79% of organizers believe event technology significantly impacts success.
- 79% now integrate their CRM or marketing automation systems with their event management platforms to streamline processes and improve efficiency.
- 64% are considering changing their event management software vendor in the next year, highlighting the need for more integrated and flexible solutions.
Another C-level executive put it best:
"We need a system that changes with us instead of relying on multiple vendors."
This sentiment echoes the growing desire for consolidated, all-in-one event management software that simplify event execution.
Why a 360 event strategy matters
A 360 event strategy combines the best of all event types—from intimate field events to large-scale conferences and interactive webinars—to create a cohesive and engaging experience for attendees. By leveraging the right mix of events, organizers can:
- Maximize Reach: Connect with a broader audience through both in-person and digital touchpoints.
- Enhance Engagement: Offer tailored experiences that cater to different preferences and learning styles.
- Drive ROI: Utilize event data and technology to measure success, optimize future strategies, and maximize event ROI.
With attendee expectations evolving and the event industry continuing to innovate, now is the perfect time to embrace a holistic approach. Whether you're hosting a local micro-event, launching a webinar series, or investing in modern event tech, a well-rounded 360 event strategy ensures you're meeting your audience where they are and delivering real value.
Are you ready to take your event strategy to the next level? Start thinking 360!
Download our 2025 State of Events and Industry Benchmarks Report to gain deeper insights and data-driven strategies for success.
