Throughout 2020, B2B marketers were inundated with an influx of virtual events as organizations scrambled to reap the full value of the entire live events channel. This need to foster not only satisfying, but stellar, digital events resulted in an explosion of possible technologies and engagement solutions that could fill the void created by the inability to gather in-person.
Despite ongoing uncertainty regarding international travel and a gradual return to in-person gatherings, one thing is for sure: Virtual and hybrid events are here to stay, and so is the technology that supports them. These changes require an increased reliance on martech stacks, specifically in the areas of integration, automation and event scoring.
Driving the use of these tools are new synergies that are drawing event planners and marketers from all disciplines, including digital marketing, marketing operations and demand generation, closer together than ever before. This new era of opportunity within the events channel focuses on using event technology to its fullest potential while making use of a diverse team’s areas of expertise.
This E-book will examine how marketing teams can take advantage of the latest technology and changing internal roles to create highly engaging, immersive events and webinars. Key takeaways include:
- The latest advancements in event technology;
- How teams are adapting and evolving their skills to handle new tech and channel strategies;
- The increasingly complex path event programs are taking and how organizations can keep up with the changes by leveraging technology;
- How organizations can create cutting-edge events; and
- Real world examples that demonstrate the event channel’s power.
