BUDGETS & SPENDING As in the previous year, 52% of marketers expect their investment in in-person events to increase in 2023. Expected investment in digital/virtual events decreased to 25% from 33% the previous year. Still, 42% expect investment to stay the same. The most notable differences were with hybrid events: While 23% expect investment to increase (down from 39% the previous year), 10% expect a decrease, and 28% said they will not/do not use hybrid events at all, compared with 18% the previous year. How B2B Organizations’ Investment Will Change in 2023 Compared With 2022 Increase Stay the same Decrease Will be a new area Do not/will of investment not use Digital/virtual events 25% 42% 16% 3% 14% In-person events 52% 29% 6% 3% 10% Hybrid events 23% 33% 10% 5% 28% Content Marketing Institute/MarketingProfs Base: Content marketers who know their organizations’ budget/budgeting process for content marketing. Aided list. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 36