Splash, a Cvent-owned event marketing technology company, has released its 2025 Outlook on Events report, surveying over 1,000 U.S.-based marketers. The report highlights how CMOs and marketers are integrating events into their strategies, measuring event success, and leveraging event-led growth (ELG) as a core approach to customer acquisition and retention.

Kate Hammitt, Head of Marketing at Splash, emphasized that 94% of marketers using event-led growth report consistent revenue, compared to 77% who do not. The findings reinforce the increasing reliance on events as a critical marketing strategy to drive revenue and pipeline in 2025.

Takeaways from the Report

1. In-Person Events Lead in ROI, and Event Planning Is Expanding

• Marketers planned an average of 29 events in 2024, which is 15 more than the previous year.

• 66% of multi-format event hosts reported that in-person events drove the highest revenue, a 12% increase from 2023.

• 57% of marketers plan to increase partner events, 44% will host more owned events, and 51% will add more sponsored events in 2025.

2. CMOs Are Expanding Budgets and Investing in Event Tech

• 69% of marketers report that their company will increase its total marketing budget in 2025.

• 55% allocate at least 20% of their budget to events.

• 77% of marketers would host more events if they had technology to simplify execution and replication—CMOs were 16% more likely to highlight this need.

• 88% of marketers plan to invest in event technology in 2025.

3. Measuring ROI and Competitive Edge Remain Key Challenges

• 41% of marketers struggled to measure event ROI and create competitive events in 2024.

• CMOs were 29% more likely than average to report challenges in making their events competitive.

4. Event-Led Growth (ELG) Drives Business Success

• 67% of marketing teams use ELG strategies.

• Marketers using ELG were 140% more likely to achieve over 50% growth compared to those who did not.

• 50% of marketers not using ELG believe this is why their events underperform, a 9% increase from 2024.

• 94% of ELG marketers report steady revenue, compared to 77% who do not.

5. Events Accelerate Deals and Strengthen Competitive Positioning

• 90% of marketers say events help their company stand out from competitors.

• 89% believe events are critical for business growth.

• 52% of marketers attribute at least half of their company’s 2024 closed-won deals to events.

• 72% say prospects close deals faster after attending events.

• 31% of marketers reported a 20-day reduction in closing time when prospects attend events.

The 2025 Outlook on Events report underscores the growing importance of event-led growth as a dominant strategy for marketers. With increased investments in event technology, a greater focus on measuring success, and expanding event programs, businesses that embrace event-led growth will be better positioned to drive revenue and stay competitive in 2025.