Splash’s 2025 Outlook on Events Report Reveals Event-Led Growth Strategies Drive Business Success
New data from Splash, a Cvent-owned event marketing technology company, shows that event-led growth (ELG) strategies are crucial for driving stronger customer relationships, improving brand visibility, and increasing lead generation. The findings, based on a survey of over 1,000 U.S.-based marketers, highlight the growing importance of events in marketing strategies.
The report surveyed marketers involved in their companies’ event programs, focusing on how they use events within their larger strategies and how they measure success. Key findings include:
- 94% of marketers using ELG report consistent revenue from events, compared to 77% of those who don’t leverage events as a programmatic marketing channel.
- In 2024, in-person events led in ROI, with companies planning to increase events of all types.
- 66% of those hosting multiple formats said in-person events generated the most revenue, a 12% increase from 2023.
- 57% expect to plan more partner events in 2025, 44% more owned events, and 51% more sponsored events.
The report also highlights CMOs’ increasing reliance on technology to execute, replicate, and measure event success. 69% of marketers plan to increase their total marketing budget in the next 12 months, with 55% allocating at least 20% of their total budget toward events. Moreover, 77% would host more events if they had technology that made it easier to execute and replicate events.
“Our 2025 report shows that CMOs and companies are increasingly recognizing the power of event-led growth in driving business success,” said Kate Hammitt, Head of Marketing at Splash. “Organizations that focus on creating impactful event programs and leveraging technology to measure and scale success will be well-positioned to drive pipeline in 2025.”
The survey was conducted between January 15 and February 18, 2025, with 1,058 respondents in the United States who work in marketing full-time and have a hand in their company’s events program. The study was conducted at 95% confidence with a +/- 3% margin of error.
To learn more about the 2025 Outlook on Events report and see how you can use event technology to market, measure, and scale your events, view the report here. Marketers looking to capitalize on the power of an ELG approach can register for Splash’s Event-Led Growth Masterclass & Certification here.
