Subscriber Exclusive 
Experiential top priority for B2B brand investment
Events and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
Whether it’s having a presence at trade shows or investing a chunk of money securing a prime conference booth, events and experiential have been a hallmark of B2B marketing for decades.
Indeed, despite the disruptions posed in recent years by Covid lockdowns, new data suggests the focus on experiential within B2B looks set to continue.
Over half (59.2%) of the 600 marketers taking part in Marketing Week’s exclusive State of B2B Marketing research, say events and experiential is their main priority for brand investment.
