Inside Invision’s 2025 experiential marketing insight report
May 27, 2025
Evan Strange
Senior Strategy Director
Sam Rudelich
Research & Insights Project Manager
Eileen Page
SVP, Digital
Inside Invision’s 2025 experiential marketing insight report
In a world where every moment matters, experiential marketing has never had more potential—or more pressure. Audiences expect brands to deliver meaningful, tailored experiences across every touchpoint. Yet, our latest research shows a persistent disconnect between what audiences want and how brands plan their events.
Invision’s inaugural Experiential Marketing Insight Report—built from over 500 survey responses and focus group insights from both marketers and attendees—reveals the trends and strategies that will define the next wave of experiential. Here’s what marketers across B2B and B2C need to know to keep up.
The disconnect holding marketers back
One of the most striking findings: Only 9% of experiential marketers say their content strategy is driven by audience needs. Meanwhile, 57% say it’s shaped primarily by executive expectations.
That’s a red flag—and an opportunity.
Our data shows that marketers with strong measurement practices are more likely to create audience-driven content and more willing to innovate. High measurement confidence correlates with greater freedom to try new things and better alignment with audience needs. It’s time to move from guessing to knowing.
Personalization isn’t a perk—it’s the price of entry
For younger audiences, personalized experiences aren’t a nice-to-have—they’re expected. Nearly half of Gen Z and millennial respondents rate personalization as extremely important. That number drops sharply for older generations, signaling a generational shift that marketers can’t ignore.
The challenge? Many organizations still struggle with personalization due to fragmented data, short timelines, and internal silos between teams. Less than 25% of marketers feel their organization delivers personalized experiences very well.
But those who do it right? They use real personas based on real people, updated annually through focus groups and interviews. They activate data across pre-event, onsite, and post-event touchpoints—and increasingly, they’re turning to AI to analyze behavior and create hyper-relevant experiences in real time.
Rethink what “value” looks like
Many brands still use swag as a primary marker of event value. But attendees see things differently. They’re looking for richer human connections, not just another tote bag.
According to our research, the top reasons B2B attendees show up are:
1. Opportunities to network and build community
2. Supporting friends and colleagues
3. Learning through speaker interaction and content
And yet, marketers ranked "supporting colleagues and friends" as 12th on their list of priorities. This misalignment suggests it’s time to reframe what an effective brand experience looks like—less about giveaways, more about intentional connection and relevance.
Build experiences, not templates
Our conversation with marketers after the report’s release led to a consensus: the cookie-cutter experience is dead.
Generic, one-size-fits-all events can’t compete with experiences designed around specific audience behaviors, preferences, and needs. Forward-thinking marketers are already experimenting with:
· Predictive personalization using behavioral data
· Interactive AI activations, like custom poems or artwork
· Immersive tech such as LED environments
· Sustainable, digital-first swag options
· Networking tools that feel intuitive and organic (like “Braindates” or themed small groups)
It’s not about technology for technology’s sake—it’s about enhancing moments that matter.
Measurement: the ultimate enabler
Measurement isn't just about proving ROI—it’s about unlocking creativity. Our research shows that teams with strong measurement frameworks are better equipped to take risks, push boundaries, and deliver experiences that audiences actually remember.
That’s why Invision created the experience impact score—a holistic way to measure how events perform across brand, engagement, and emotional impact, not just leads or attendance.
Final thought: design with intent
Too few events are designed with the audience in mind from the start. But the tools exist. The data exists. The demand certainly exists.
Now, it’s up to marketers to shift the paradigm: from internal-first to audience-first. From output to outcome. From assumptions to insights. Start where your audience is—and own every moment from there.
Download the full 2025 Invision Insight Report packed with actionable strategies, deeper data, and future-forward thinking.
For a deeper look at the findings and what they mean for your brand, connect with your Account Director or email info@iv.com to schedule a personalized session with our strategy and insights team.