In today’s environment of go-to-market efficiency, budget holders don’t loosen the purse strings without confidence that a cost is an investment. But here’s the kicker: nothing delivers results like in-person events. While virtual and hybrid events held their own a few years ago, times have changed. Now more than ever, in-person events will be a major component of marketing strategy and driving ROI. In fact, 86% of organizers plan to either maintain or increase the number of in-person events compared to 2023. The challenge, though, is getting buy-in from finance folks. It can feel like a tall order—but it’s not impossible.

In-person events are key to engagement, ROI, and relationship building—but only 14% of a marketing budget goes toward event marketing (give me a shout about your thoughts on this stat if you’d like—I’d enjoy that!). If you want to turn the tide and invest more of your budget to in-person events you’re going to need some unassailable numbers to back you. Read on for 9 stats to convince your budget holders in-person events are a must.

In-Person Event Stats That Pack a Punch

You know the value of brand, presence, and networking. But, your budget holders care primarily about ROI. They need more than arguments that round out the value of attendee engagement.

ROI and Revenue Growth

📈 When it comes to in-person events, 47% of event marketers say in-person events have the highest ROI—and 83% of them make a point to include them in their strategy.

💰 After live event marketing campaigns, 85% of companies experienced a significant increase in sales.

The takeaway:

ROI is a buzzword that’s tossed around all the time—but for finance folks, it’s cold, hard numbers they’re focusing on. If you can position in-person events as a good financial investment, they’re more likely to respond positively. Additionally, these stats show the compounding effect of in-person interactions: each moment of connection helps drive future opportunities, partnerships, and even repeat business. All this to say: not only are in-person events a savvy choice for short-term revenue, but for long-term growth, too.

What’s next? As we continue to innovate, we’re focusing on expanding our existing integrations to further streamline data flows between systems, driving efficiency and deepening customer insights.

Attendee Engagement and Satisfaction

🤝 Nearly 55% of in-person eventgoers feel that events spark feelings of connection.

😓 90 % of survey respondents in B2B tech marketing and demand generation leaders reported either significant or moderate fatigue with online events.

The takeaway:

ROI matters, yes, but so does what your attendees want (and feel). Delighting your audience is a key part of a marketing strategy. If attendees feel more connected during in-person events—especially as a respite from Zoom fatigue—you need to give the people what they want. When attendees are fully immersed and engaged in your event, it makes an impact.

Brand Awareness and Relationship Building

🌐 Nearly 78% of B2B professionals believe in-person conferences provide the best networking opportunities.

📚 70% of attendees believe in-person events are the best sources for training and professional content.

The takeaway:

While virtual events have their applications, they don’t replicate what an in-person event offers: face-to-face interactions, networking, and professional development. Nearly 90% of communication is nonverbal, and if you’re stuck behind a screen, you’re missing out on a huge part of an interaction. Creating genuine, even spontaneous connections can be the difference between a missed opportunity and a new deal. In-person events serve as a foundation for those connections—and attendees rely on them for networking.

Industry Trends and Demand

📈 In a survey conducted in 2023, attendance for in-person events was expected to have risen by 69% by 2025.

🌍 A late 2023 study found that more than two-thirds of meeting professionals expected an increase in global in-person attendance.

💳 Over one-third of event marketers have increased their annual exhibit marketing budgets since 2024.

The takeaway:

In-person events will be more heavily attended, and event marketers plan to meet that demand by increasing their budgets. The demand for in-person events continues to grow, and your brand needs to stay ahead of this trend to maintain relevance and drive growth. And if other brands are increasing their budgets, it’s because they intend to meet the demand and stay competitive. Ignoring this shift could leave your brand behind the rest of the pack.

Tips to Win Over Budget Holders

These statistics are like wielding a magic wand: you have them, but it’s another thing to use them effectively. These tips can help you craft your budget-winning argument:

Tailor your pitch:

Know your audience: Make sure you understand the budget holder’s priorities. If they’re particularly focused on financial outcomes, lean into in-person event stats that support strong ROI and revenue growth potential. Or, if they’re especially passionate about customer satisfaction and feedback, highlight attendee engagement and satisfaction. 

Speak their language: Make your case by framing it within the context of a finance team. Use terms and metrics that align with their goals and KPIs. Leverage these stats while letting them know you’re considering profit margins, lead generation, and client retention.

Tell a visual story: 

Lean into visuals: When you present to the finance team or your budget holder, build a visually compelling presentation that showcases key stats and KPIs. Use charts, infographics, case studies, examples from competitors, and concise summaries. 

Incorporate comparative data: Showcase how in-person events outperform other event formats regarding ROI, satisfaction, and engagement. Forecasting revenue and growth in specific scenarios—when supported by data—is powerful. 

Anticipate objections and pushback:

Prepare for questions: Expect to hear many questions, comments, and pushback from budget holders—and lean on data to counter. They’re doing their due diligence, as should you. 

Come with solutions: Bringing a game plan to the meeting isn’t just good practice, it lets budget holders you’ve thought critically about an in-person event budget. Offering solutions like phased budgeting, room block discounts, and other cost reduction options can help visualize a path to making your event happen.

Lead the Charge to In-Person Events—And Revenue

These ten statistics aren’t just numbers. They point to the rising wave of more in-person events in 2025. In-person events are redefining how brands connect, communicate, and grow.  Stakeholders across the board recognize the power of in-person events as a core component of marketing strategy and growth.

If you want an edge in today’s market, your brand needs to embrace the value of live interactions, because the competition isn’t waiting. By investing in in-person events, you align yourself with what your attendees and stakeholders want: a real connection that leads to growth, better opportunities, and revenue. Your events—and your bottom line—will thank you for it.

Equip yourself with data and tools to convince budget holders that in-person events are worth the investment. Streampoint provides tailored solutions to help you deliver ROI-driven in-person experiences that leave a lasting impact—on your business and attendees. Book a demo today.