Program Overview

NextGen Event: Optimized For Outcomes

Aligning Strategy, Teams and Tech for Success in a New Era of Events

Much more than a reset, CMOs have a golden opportunity to reimagine their event channel strategy and become more agile, predictive and successful. Next-gen events can drive depth and breadth of customer engagement leading to better brand awareness, lead generation, retention and loyalty.

Today, there’s an opportunity to break down siloed thinking in event strategy, teams and technology. This can lead to a more satisfying and immersive attendee experience, regardless of event format (e.g., virtual, in-person, hybrid) or event type (e.g., conference, webinar, trade show, road show, customer groups), that results in:

  • Deeper engagement
  • Better content packaging and delivery
  • Greater transparency and visibility for sponsors
  • Richer attendee profiling and ROI measurement

Before the pandemic, event sprawl happened across the organization, lines of businesses and geographies without much business justification, expense governance and assessment of value. In most enterprises, event spend and ownership went well beyond marketing. Forrester Research found that 66% of event managers planned events independent of marketing campaigns. When all in-person events cancelled, it became even more important for organizations to have a clear understanding of all the events happening in their portfolio in order to gain complete control and a clear picture.




Curated Facts & Stats

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

Meetings and events commanded 25-30% of B2B marketing budgets.


Over 70% of marketing professionals agree that in-person events are crucial to their company’s overall marketing strategy.


Nearly all organizers (94%) were planning for virtual events in 2022.


In-person and hybrid events increased 255% between the fourth quarter of 2021 and the second quarter of 2022.


More than 80% of marketing professionals regarded attendee engagement as a key metric for determining event success.


The global webinars and virtual events market is projected to reach $4.44bn by 2025, up from $1.57bn in 2020.


89% of event organizers say that even when face-to-face meetings resume, virtual elements will remain critical to their post-pandemic event strategy.


Since 2020, both in-person and hybrid events have decreased by approximately 32%, which is a stark indicator that companies are shifting to a virtual landscape for hosting events.


78 percent of corporate sponsors said they support hybrid events,



Curated Reading

Program Themes

  • Event & Experiential Marketing
  • Digital Trends