Face Value 2027
The Event Leadership Forum
Because events mean business.
A closed-door afternoon for the people responsible for corporate event strategy. Discuss what events should contribute to the business and what it takes to make that contribution happen.
Cologne · Tuesday, 21 September 2027 (pre-DMEXCO)
Invitation only · limited seats · Chatham House Rule
The business of events
At mid-market companies, events eat up 20–30% of the marketing budget. But only 21% of B2B marketers can measure their return with confidence.1 That’s a lot of money to be throwing at the wall.
B2B companies now spend more than twice as much on events as on digital paid media.2 Yet marketing conferences barely touch the topic. Event conferences focus on production, tech and events as tactical one-offs. The business impact of events is rarely addressed.
Face Value brings senior event and marketing leaders together to examine how their programs support business priorities. Join us for an afternoon with peers who understand your challenges and head into planning season with a clearer view of what your program contributes to your company.
The afternoon starts with lunch and moves into a hands-on discussion. Bring a question from your own organization. Compare experiences and work through the implications for your program.
Events are serious business.
1 Ei Advisory, B2B Events Intelligence Report 2026
2 Plural Strategy Group, Marketing Spend Outlook 2026–2031, B2B edition (July 2026), p. 15
The 2027 topics
The changing value of face-to-face Buyers arrive informed by AI and exhausted from automated outreach. Trust is built face-to-face, and that time is gaining value. Do your events fit your stakeholders’ changing needs, and where do live events make the real difference?
Events in the go-to-market motion An event’s contribution to the business depends on what happens around it as well as in the room. Discuss how events fit your go-to-market strategy and what they need from sales, marketing and product teams to succeed.
Making value visible at the leadership table Does your leadership team see the value of your events the way you do? Agreeing why events exist and what counts as evidence. When the value is clear, the budget conversation takes care of itself.
Who this forum is for
Face Value is for CMOs, Heads of Marketing and senior event leaders responsible for event strategy at mid-size and large companies.
No badge scans, just conversations you can’t have anywhere else.
Face Value 2027 is a curated event. Request an invitation.
Share your role, your organization and the question you’d like to bring to the group. Invitations go out in late spring 2027. Every request will get an answer, whether or not a place can be offered.
Convened by Peilmark