B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
69.7%
69.7% -- share of attendees strongly preferring in person b2b events for B2B event attendees (2025)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
69.7%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Informa Markets
Primary
Tier B
https://www.smartcore-digital.com/en/resources/Blog-page/how-to-successfully-reach-event-attendees-w… ↗
Source Article
How to Reach Event Attendees with Digital Marketing | Smartcore
Although virtual and hybrid events are likely to remain widespread in the coming years, we've seen a revival in the popularity of in-person business-to-business (B2B) events around the world. This State of In-Person B2B Conferences report reveals that 69.7% of attendees surveyed strongly prefer in-p…
Original Research
Informa Markets
· Original study ↗
Methodology
Survey cited from State of In-Person B2B Conferences report; sample size not stated
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelevents
Cite this stat
Plain Text
B2B event attendees: 69.7% share of attendees strongly preferring in person b2b events. Source: Informa Markets (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-attendees-prefer-in-person-events
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<blockquote cite="https://lighthousedata.io/data/b2b-attendees-prefer-in-person-events" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>69.7%</strong> -- share of attendees strongly preferring in person b2b events for B2B event attendees<br><small>Source: Informa Markets (2025) · <a href="https://lighthousedata.io/data/b2b-attendees-prefer-in-person-events" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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