Third-party events, such as tradeshows and hosted events, have been a mainstay for tech marketing leaders to drive awareness, generate leads and retain, upsell and cross-sell accounts. But tech companies have doubled their tradeshow spend since 2019, and this trend impacts the ability of demand gen leaders to properly fund and leverage other channels. This podcast episode tackles this issue by providing guidance for 2025 and 2026 in terms of prioritizing event choices and driving the highest ROI from the remaining events.

Host Todd Berkowitz is the practice vice president for Gartner’s technology marketing practice. Todd manages a team of analysts that advise B2B technology marketing leaders across a wide range of topics, including marketing org design/leadership, budgets and metrics, demand generation and account-based marketing (ABM), product marketing, marketing ops, sales enablement and customer experience. Previously, Todd initiated and built Gartner’s coverage around ABM and ABM platforms.

Christy Uher Ferguson is a vice president, distinguished analyst on the Technology and Service Provider Tech Marketing team at Gartner, where she advises tech marketing leaders on managing and improving team performance.

Amy Jenkins is a senior director, analyst on the Technology and Service Provider Tech Marketing team at Gartner, where she advises clients on improving their demand generation and marketing operations efforts. Her areas of focus include martech, segmentation, lead management, campaign management and budgets.