In 2025, in-person trade shows and live events continue to lead the way as the most powerful channels for generating high-quality leads. There’s still no substitute for a firm handshake, genuine conversation, or the energy that comes from connecting face-to-face. These experiences build trust and create memorable brand impressions that digital interactions often can’t replicate.

The Resurgence of In-Person Engagement

The resurgence of trade shows and events underscores a major shift toward face-to-face engagement, highlighting the growing importance of personal interaction first identified in 2024. Businesses are once again recognizing the irreplaceable value of meeting clients, prospects, and partners in person.

At the same time, companies continue to benefit from virtual events and webinars, which remain highly effective for networking and lead generation. In fact, webinar attendance increased by 20% in 2025, while participation in in-person events also surpassed last year’s numbers—a clear sign that both channels are thriving.

When asked about the significance of in-person events in 2025, respondents rated them at an average 3.9 out of 5, confirming their ongoing relevance in the marketing mix.  This is from a recent survey conducted by Sagefrog Marketing Group. 

Event Marketing Tactics for 2025

Recent survey data shows how marketing professionals are prioritizing their event strategies:

Attend Webinars: 62%

Exhibit or Sponsor In-Person Conferences: 48%

Organize & Host Your Own Webinars: 45%

Attend In-Person Events or Conferences: 39%

Co-Host In-Person Events: 24%

These statistics reveal that marketers are actively combining both digital and physical engagement tactics to maximize exposure and lead generation potential.

Will Webinars Remain Effective?

When asked whether webinars will continue to be effective for brand awareness and lead generation, 88% of respondents said yes, while only 12% disagreed. This overwhelming support reinforces the fact that webinars remain an integral part of a balanced marketing strategy.

Balancing Digital and Physical Channels

Today’s buyers crave authentic and personal engagement. Whether through a booth conversation at a trade show or a live Q&A session during a webinar, meaningful interactions are what drive conversions. Smart marketers focus less on volume and more on building real relationships that lead to long-term partnerships.

Meanwhile, search engine marketing (SEM) and organic search (SEO) have become essential tools for attracting qualified prospects. Companies that maintain strong online visibility ensure they capture leads both before and after live events.

In contrast, traditional channels—such as directories, sponsorships, paid social media, and print advertising—continue to decline in effectiveness as buyers seek more authentic and personalized engagement opportunities.

The Bottom Line

In-person events are back, and digital channels are stronger than ever. The most successful organizations in 2025 are those that embrace a hybrid strategy, combining the credibility of face-to-face interactions with the reach of digital marketing.

Both trade shows and virtual events play essential roles in building awareness, generating leads, and driving business growth. Rather than viewing these channels as competing forces, forward-thinking marketers recognize that true success hinges on mastering both formats—and seamlessly integrating their strengths. By leveraging the immediacy and relationship-building power of in-person experiences alongside the flexibility and expansive reach of virtual platforms, companies can create more robust engagement pipelines. This hybrid approach enables brands to nurture prospects at every stage, extend their market presence beyond geographic boundaries, and deliver tailored experiences that resonate with today’s audiences. The future of lead generation lies in uniting these channels to amplify results, ensuring your brand stays visible, relevant, and competitive in a fast-evolving marketplace.