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.