Turn Every Event into a Growth Engine with LinkedIn Events

Key Takeaway: We’re introducing new updates to LinkedIn Events, making it easy for marketers to efficiently scale events of any size, reach the right audience, and measure impact across the entire funnel – on or off LinkedIn.

 

Why This Matters:  Events remain one of the most effective ways for companies to spark connections, build trust, and drive growth. Research shows:

• 57% of B2B event organizers say attendance at their in-person conferences, summits, and conventions has grown in the past year.

• 96% of in-person events have proven effectiveness globally to gain direct sales, followed by online events at 95%.*

 

What’s New?: Marketers who use Event Ads see up to 31x* more viewership, and brands, like Impact.com, have doubled event attendance when using the ad format. Now, we’re rolling out new enhancements to make event management simpler and the results – from awareness to conversion – even stronger. Enhancements include:

• Maximize event visibility: Easily create and manage ON24-hosted events through the new event management integration on LinkedIn, then promote the event by boosting at key moments to maximize visibility and drive bigger audiences.

• Target the right audience with precision: Drive stronger engagement and higher-quality leads by syncing Cvent registrant data, like contact and company lists, into Campaign Manager for effortless lead capture, retargeting, and audience expansion.

• Multiply event impact: To help B2B marketers turn event promotion into measurable ROI, they can now choose lead generation as an objective when running an event ad. Selecting this objective allows them to target their event to likely registrants and route leads from registration to their preferred CRM or marketing automation platform through new integrations with Integrate and ON24.

What Customers Are Saying: 

"Using the lead generation objective for our event ads allowed us to extend our event’s reach and capture high-intent leads from industry-leading companies. Across our campaigns, we drove strong engagement while maintaining a low CPL, all within a very short runtime. We were impressed by how quickly the campaign optimized to deliver leads that converted into opportunities.” – Gabrielle Yankey, Growth Marketing Manager at HashiCorp, an IBM company  

 

“Through event boosting, we’ve reached new audiences and strengthened a community of professionals and organizations dedicated to building cultures of wellbeing. It’s helped us expand awareness of our mission and deepen engagement with those shaping healthier, more resilient workplaces.” – Chase Sterling, Executive Director at Wellbeing Think Tank

 

“LinkedIn Live amplified our event far beyond in-person attendance…The setup was low-lift, the team integrated seamlessly with our onsite tech, and execution took just three weeks. The results paid for themselves: we gained powerful retargeting audiences and are already seeing higher down-funnel conversion from these viewers. It truly made our event 10x bigger than we imagined.” – Whitney Donaldson, Director, Demand Generation at Impact.com

 

Learn More: You can learn more about today’s announcement here.

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* 2025 B2B Marketer Sentiment Research Methodology

LinkedIn commissioned Censuswide to survey 3,251 B2B marketers (18+) across the UK, USA, France, Germany, Spain, Brazil, UAE, Netherlands, Singapore, India, Australia, Italy, and Sweden. The data was collected between April 22 - May 6, 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. All agree statements combine ‘Strongly agree’ and ‘Somewhat agree’ responses.

**Based on 2025 internal watch data