Syntheses of published data on events, attribution and AI in go-to-market, with every figure cited and every chart built from the underlying sources.
Report · September 2026
The State of Field Marketing 2026
61 pages · 48 charts · 128 sources
A synthesis of published research on the US B2B events market, the shift to smaller hosted events, the attribution gap, CRM data quality and how marketers, sellers and event teams are actually using AI. Twelve chapters and ten recommendations for 2027.
The small room is winning the budget: 63% of B2B organizations plan more hosted events of fewer than 20 people, against 18% planning more large ones (Forrester, 2026).
65% of event professionals use generative AI; 16% say it has significantly improved their work (Northstar/Cvent, 2026).
Only 1 in 5 enterprises has connected its event platform to the rest of its marketing stack (Forrester, 2024).
Research brief · September 2026
The Attribution Gap
16 pages · 8 charts
Why the events B2B buyers value most are the hardest to prove. Marketers say events drive a large share of closed deals, while attribution systems record a small one. This brief compiles the published evidence on why, and proposes a way to measure presence rather than clicks.
Both documents compile public research. Vendor surveys are labeled, forecasts are labeled, and figures from different studies are never combined. See our editorial standards.
