Event Technology

The B2B event market has undergone significant disruption over the past few years and is experiencing a paradigm shift that will benefit emerging Event Tech companies. The pandemic forced businesses to rethink the ~$1 trillion spent on meetings, accelerating the adoption of software that could enable virtual events and justify spend with advanced attribution data. Now, the pendulum has swung back to in-person events, but the ROI on event technology has left a lasting impression, ushering in a new era in the B2B event world.

LLR seeks to invest in event technology providers that help B2B companies maximize the ROI of their virtual and in-person events. CEOs and intermediaries should contact Collin McKernan to discuss relevant opportunities.


A great product alone is not enough to retain clients in today’s ultra-competitive marketplace, especially when your competitors offer more finely tuned customer experiences. Companies that deliver ongoing value and positive experiences at every stage of the client lifecycle are more likely to retain and upsell their clients… and that, in turn, can have a massive impact on company growth.

Sarah Doughty, Director of Customer Success at LLR Partners

Growing investment in corporate events and technology

spent on B2B meetings and events annually
of B2B marketing budgets is invested in live events
size of the global Event Technology Market in 2021/2022

A Large, Fragmented Market Experiencing a Paradigm Shift

The Event Tech market continues to evolve and attract adoption, influenced by global trends and attendee preferences.

Massive Market Disruption

The pandemic halted in-person events and spurred rapid adoption of Event Tech solutions to support virtual formats and data capture.

Robust Return to In-Person

Although the pendulum has swung back to in-person, the value realized from technology adoption has changed the industry forever, and software players are poised to benefit from further adoption.

Investment in Event Tech is a Priority

Events already represent a significant portion of B2B marketing budgets. Amidst rising costs and heightened attendee expectations, event planners are prioritizing investment in Event Tech to enhance attendee experiences through technology.

Year-Round Demand Generation Tactic

The potential ROI from events has shifted from lead gen to fostering year-round touchpoints. Effective Event Tech is used by companies throughout the year to drive continuous demand gen activities, collect data on attendees and engagement, and maximize lead conversion.

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  1. “Global Economic Significant of Business Events,” Events Industry Council, 2018, https://insights.eventscouncil.org/Portals/0/OE-EIC%20Global%20Meetings%20Significance%20%28FINAL%29%202018-11-09-2018.pdf
  2. “What to do Before, During and After the events: Event Marketing.” Duct Tape Marketing, https://ducttapemarketing.com/optimize-event-marketing
  3. “Frost & Sullivan Events Technology Global TAM for 2021/2022,” Frost & Sullivan, 2021, https://www.sec.gov/Archives/edgar/data/1827075/000119312521286922/d98874dex234.htm

The information presented herein is intended for an audience of potential LLR portfolio companies and the intermediaries supporting their capital raise processes. Named LLR investments presented herein do not reflect a complete list of LLR investments and are provided for informational purposes only. Certain statements about LLR made by portfolio company executives and other quoted parties herein are intended to illustrate the work of LLR’s Value Creation Team with such portfolio companies or reflect the individual’s perspective on the featured industry sector. Such portfolio companies are controlled by investment vehicles managed by LLR. Quoted parties were not compensated in connection with their participation, although they generally receive compensation and investment opportunities in connection with their portfolio company or Senior Operating Advisor roles, and in certain cases are also owners of portfolio company securities and/or investors in LLR-sponsored vehicles. Such compensation and investments subject participants to potential conflicts of interest in making the statements herein.