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

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,

Source: MarTech Series

87% of marketers consider the opportunities generated by virtual events a success factor.

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

Source: Forbes

55% of marketers said live events would play a large part in their 2022 strategies

Source: Smart Brief

An overwhelming majority of C-Suite executives (87%) believe in the power of live events and plan on investing in them more in the future.

84% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event.

Most marketers (31%) believe that event marketing is the single-most effective marketing channel. (Endless Events, 2018)

79% of US marketers generate sales using event marketing. (Statista, 2018)



Curated Reading

Program Themes

  • Event & Experiential Marketing
  • Digital Trends