BUDGETS & SPENDING In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (52%). Investment in hybrid events is expected to increase (39%) more so than stay the same (29%), even though 18% do not use hybrid events at all. Regarding digital events, many marketers appear to want to stay the course (41% say spending will stay the same), although 33% plan to increase spending. How B2B Organizations’ Investment Will Change in Following Areas Post-Vaccine Will be a Do not/will Increase Stay the same Decrease new area of not use investment Digital/virtual events 33% 41% 16% 3% 7% In-person events 52% 21% 15% 4% 8% Hybrid events 39% 29% 5% 9% 18% Base: Content marketers. Aided list. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 43