Globally, Millennials and Gen Xers represent only one-third of the workforce; however, Event Marketing has four times as many Millennials as Gen Xers.

Gender

While women represent about 40% of the global workforce, roughly 60% of Event Marketers worldwide are women.

Job Responsibilities

Most event marketers hold the title of manager, which makes sense given job responsibilities and the respondents' average age and years of experience.

Experience

There is a noticeable drop in the number of event practitioners with 5+ years of experience, possibly due to the pace required to manage high-stress events successfully. Multiple studies have shown 70% of marketers have experienced burnout!

Importance

Job satisfaction and fair compensation are two reasons employees stay with an employer rather than move to a new organization, with four years being the average tenure (in the U.S.). Our survey results support these trends, with similar job satisfaction and tenure levels.

Responsibilities

Event marketers' responsibilities range from leading the organization's events strategy and supporting the marketing team to generating pipeline and customer engagement. As such, the metrics they are responsible for also vary widely.

Challenges

Interestingly, despite this variety, the challenges faced remain similar and tend to be tied to meeting the same (or often heftier) KPIs with fewer resources. As such, event marketers identify bigger budgets, more internal resources, and better technology as key areas where they could use some support.

Other Stakeholders

We'll dive more into this area in an upcoming snapshot. Still, it’s no surprise that nearly half of the internal stakeholders for events reside in account management and sales. At the same time, marketing supports or participates in upwards of 30% of events across the business.

Event marketing is having a moment. With Millennials and women driving the event marketing workforce, job satisfaction has skyrocketed — and its evolution continues at breakneck speed. Even better, event marketers are more empowered than ever before. As a result, they've become invaluable drivers of global audience engagement and maximizing business growth — evidence of how essential events are today!