Published: 20 March 2024
Event technology platforms provide the foundation to run first-party virtual and in-person events, such as user conferences, tradeshows and regional events. To deliver high-quality event experiences to engage audiences, manage agendas and measure success, use this research to compare solutions.
Marketing programs have increased the use of digital (virtual) and in-person hosted events. Specifically, the percentage of respondents utilizing digital events has increased 12 percentage points, while in-person utilization has increased 17 percentage points, between 2021 and 2023 based on the 2023 Gartner Tech Marketing Benchmarks Survey.
Aligned to the utilization trend, 54% of respondents to the 2023 Gartner CMO Spend and Strategy Survey indicated they are increasing investment in event marketing.
Event technology platforms enable the development of experiential marketing programs across both in-person and virtual delivery models. Capabilities that drive audience engagement across multiple touchpoints and enable rich
Clients can log in to view the entire document.
Analysts:
Christy Ferguson, Amy Jenkins, Precious Ozokpo, Jenifer Silverstein
Gartner Critical Capabilities research complements Gartner Magic Quadrant™ analyses by offering deeper insights into products and services provided by multiple vendors in specific markets, focusing on how well each product meets detailed functional requirements rather than on the vendors’ overall market positioning.
For more information, see the FAQ on How Products and Services Are Evaluated in Gartner Critical Capabilities or visit the Gartner Critical Capabilities methodology page.
Informed by 2,400+ business and technology analysts; 510,000+ client interactions; 23,000+ vendor briefings; and 815,000+ vetted peer reviews, Gartner analyst guidance gives you the trusted insights you need for stronger performance on your mission-critical priorities.
Explore AskGartner, the only AI-powered tool that gives you access to the proprietary Gartner insights trusted by C-Level executives and their teams. Get faster answers, tailored outputs and the confidence you need to take action in minutes.
Gartner Executive Partners are deeply accomplished former practitioners who have spent time in your role, tackling the very challenges you’re facing now. Dedicated to your unique needs, they provide strategic and tailored guidance, including bespoke tools, and can even foster exclusive peer connections — all designed to help drive your business and personal goals.
From comprehensive functional diagnostics like Gartner Score to leadership guides like Executive FastStart™, our proven suite of tools helps you assess current performance, identify functional gaps, implement best practices and accelerate improvements and achieve measurable business outcomes.
Confidential conversations between clients and Gartner analysts enable you to drill down into specific initiatives, needs or challenges. Our experts form a global team of seasoned analysts, advisors and practitioners with backgrounds spanning industry, academia and executive roles to deliver both deep subject matter expertise and real-world perspective.
Use a Gartner Hype Cycle™ report to gauge emerging trends; a Gartner Magic Quadrant™ tool to compare vendors; Proposal Reviews to optimize vendor costs. These are just some of the Gartner tools you can leverage to make confident technology-investment decisions and achieve better business outcomes.
From our must-attend conferences to local Gartner C-level Communities and our unrivaled Gartner Peer Community™, connect with Gartner analysts, best-in-class solution providers and verified peers to refine your organization’s strategies, accelerate growth, reduce risk and gain a competitive edge.
Attend a Conference
Experience Information Technology conferences
With exclusive insights from Gartner analysts on the latest trends, sessions curated for your role and unmatched peer networking, Gartner conferences help you accelerate your priorities.
Gartner Identity & Access Management Summit
Las Vegas, NV
© 2026 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner's prior written permission. It consists of the opinions of Gartner's business and technology insights organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner business and technology insights may address legal and financial issues, Gartner does not provide legal or investment advice and its insights should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its insights are produced independently by its business and technology insights organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity. Gartner publications and other content may not be used as input into or for the training or development of generative artificial intelligence, machine learning, algorithms, software or related technologies.
