Events are an essential component of the marketing mix. A survey conducted by Forrester Research shows that in 2019, B2B marketers allocated, on average, almost 15% of program spending to event marketing, and 55% of respondents said they planned to increase this spending in 2020. From product launches to conferences or tradeshows, events contribute to brand growth, giving companies the chance to spread their message across easier, capture new leads, and build loyalty among existing customers.