5 Reasons In-Person Events Matter Even More in a Virtual World
In our day-to-day, every meeting, demo, and product launch can occur online, so it’s easy to assume that in-person events are a thing of the past. But please do not give up! As digital fatigue rises, the human connections found at live experiences are more valuable than ever.
In-person events still lead to real business outcomes. 68% of B2B marketers say live events are their top source of qualified leads (beamian). And according to Forrester, 76% of B2B buyers say in-person events significantly influence their purchasing decisions. Connection still converts better than clicks.
Here’s why in-person experiences matter more and how they can strengthen your marketing strategy in our virtual-first world.
But First, Is Digital Fatigue Real?
We are all constantly bombarded with virtual meetings, webinars, automated emails, and AI-generated content. This overload leads to digital fatigue: a state of burnout where audiences tune out. In fact, 70% of B2B buyers report feeling overwhelmed by the sheer volume of sales and marketing information they receive.. People crave human interaction because endless screens and synthetic experiences can feel exhausting.
In-person events can offer genuine connection and the kind of spontaneous conversations that no algorithm or chatbot can replicate. As digital fatigue rises, live experiences aren’t just a nice-to-have; they’re a critical way to capture attention and build lasting relationships.
Why Are In-Person Events Still Important?
1. Human Connection Builds Trust
There is no virtual meeting that can replace a handshake or eye contact. In-person events create the kind of authentic relationships that 82% of B2B buyers say influence their decisions. When buyers meet your team face-to-face, it builds credibility faster than any campaign or email sequence ever could.
Try: attending smaller, high-value gatherings where buyers can engage personally or if hosting a conference schedule plenty of time for one-on-one discussions.
2. Engagement Is Deeper and More Memorable
Most of use are attending or even hosting a few webinars per month and that shoudn’t change because webinars should be a key part of any marketing strategy. However, live experiences engage multiple senses, creating stronger emotional and memory connections. Research shows people retain 65% of information from in-person interactions compared to just 10% from virtual sessions (EventMB). So its key to both host or attend virtual and in-person meetings if you are able.
Try: mixing panels, demos, and networking if hosting an in-person event to make it both educational and experiential.
3. Events Fuel Content for Months
Every in-person event powers your content engine. Key takeaways, videos, quotes, and testimonials can fill your calendar with authentic, high-performing material long after the event ends. In fact, 61% of marketers say event content is their most effective tool for driving engagement (Bizzabo).
Try: capturing and repurpose short video clips, recap posts, and customer soundbites to extend your reach and ROI.
4. Real Conversations Drive Real Insights
Dashboards can’t tell you everything. In-person conversations reveal the nuances of what your buyers actually think — their pain points, motivations, and challenges that digital feedback often misses. 68% of marketers say live events help them better understand buyer needs (Bizzabo).
Try: documenting insights right after each event and feed them into your messaging, sales enablement, and content strategy.
5. Live Experiences Strengthen Brand Credibility
Showing up in person signals confidence and commitment. Especially for startups and growing B2B brands, live events validate your presence in the market and make your brand feel tangible and trustworthy. 84% of event attendees say they leave with a more positive impression of a brand after a live experience (EventTrack).
Try: hosting a customer roundtable or industry breakfast; even small gatherings can build lasting credibility.
Here’s a bonus blog on building brand for startups.
Just Go For It.
Virtual tools that make connection easier are not going anywhere and shouldn’t, but in-person experiences make it real. They turn brands into relationships, content into conversation, and awareness into trust.
So, whether you are on the fence about attending or hosting your next in-person event, just go for it. The benefits and ROI will far outweigh any inconvenience.
