Conrad Mills

Principal Analyst

Forrester Bio

Author Insights

Blog

Marketers Must Embrace AI To Maximize B2B Event Success

Conrad Mills February 2, 2024
Current adoption of AI for B2B events is low, but there is enormous untapped potential.
Blog

Seven New Year’s Resolutions To Maximize The Value Of Your Event Data

Simon Daniels January 5, 2024
Effectively operationalizing B2B events data is crucial to leveraging an underutilized yet invaluable source of first-party audience data.
Blog

Event Data Could Be The Best Gift To Your Organization This Holiday Season

Conrad Mills December 8, 2023
Access to audience data is becoming more restrictive and B2B events represent an underutilized yet invaluable source of first party data.
Blog

Adapt Your In-Person B2B Event Strategy Or Lose Audiences

Conrad Mills August 15, 2023
In-person events are an essential part of an integrated event mix, but attendance levels are down when compared to pre-pandemic levels, and macroenvironmental changes over the past three years have changed in-person events forever. 2022 saw a precipitous increase in event costs, with the average cost per attendee around 25% higher compared to 2019. At […]
Blog

Three Objections To Moving From MQLs To Opportunities (And How To Solve Them!)

Simon Daniels April 26, 2023
Check out three common objections to the adoption of the opportunity-based Forrester B2B Revenue Waterfall™ and how to overcome them.
Blog

The Forrester Wave™: B2B Event Management Technology, Q1 2023 — A New Digital Era For B2B Events

Conrad Mills April 13, 2023
The Forrester Wave™: B2B Event Management Technology, Q1 2023, reveals a massive change in the event tech market over the past three years. Events have transitioned from an in-person-centric event world pre-pandemic to one that now incorporates a wider range of digitally driven event experiences. Selecting the right technology provider is crucial, but with the […]
Blog

Three Questions To Ask When Navigating The New B2B Event Management Technology Landscape

Conrad Mills February 6, 2023
B2B events have undergone the most profound change imaginable over the past three years. Marketers now need to manage a much more complex event landscape, planning and executing a range of events across in-person, virtual, and hybrid formats. Selecting the right B2B event management technology provider is a critical part of this process but one […]
Blog

Three Reasons Why Demand Marketers Should Attend Forrester’s B2B Summit EMEA

Conrad Mills August 19, 2022
Learn what's in store for demand and ABM professionals at this year's event.
Blog

Planning A B2B Hybrid Event This Year? Seven Critical Considerations

Conrad Mills March 23, 2022
Hybrid events seem to offer the best of both worlds. Yet pulling one off successfully requires careful planning.
Blog

B2B Marketing Event Trends: Virtual Is Here To Stay; Hybrid Is On The Way

Conrad Mills November 15, 2021
The past 18 months have seen B2B events undergo the most profound period of change this century. At the start of the pandemic, marketers were forced to adopt virtual events. As protective vaccines became available, we’re now starting to see initial signs of in-person event activity returning. But what does the future hold? To help […]
Blog

Sales enablement should be a key part of your virtual event strategy

Conrad Mills October 6, 2021
On the surface rugby league and rugby union appear very similar sports and casual observers would expect players to be able to move seamlessly from one ‘code’ to the other. However, there are many important differences. For example, the rules in rugby union are more complex game meaning that players must ‘think’ more during a […]
Blog

Demand Planning: Five Steps To Determine The Right Marketing-Approach Mix

Conrad Mills August 24, 2021
The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.
Blog

Four Building Blocks To Help Campaign Leaders Balance Economies Of Scale And Localization Requirements

Mavis Liew March 31, 2021
How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?
Blog

Twelve (Christmas) Tips To Make Your Virtual Events Go Off With A Bang In 2021!

Conrad Mills December 23, 2020
The holidays are virtual for many of us this year, and people are starting to think about how to make these interactions meaningful.
Blog

Adapt, Innovate, And Integrate — How To Thrive In A Disrupted B2B Event Sector

Conrad Mills October 29, 2020
Marketing leaders should embrace the new reality and look for ways to adapt their current approach to in-person events, while exploring ways to innovate their virtual event experience.
Blog

Four Questions Marketers Should Be Asking as They Plan for 2021 (Part Two)

Conrad Mills August 12, 2020
  • As they plan for 2021, marketing leaders need to recognize and capitalize on what’s changed in the post-pandemic world
  • Leaders have an opportunity to transform their functions and help rebuild revenue streams
  • Planning should start with answering four fundamental questions: what’s changed for your markets, programs, organization, and team
Blog

Four Questions Marketers Should Be Asking as They Plan for 2021 (Part One)

Conrad Mills August 6, 2020
  • As they plan for 2021, marketing leaders need to recognize and capitalize on what’s changed in the post-pandemic world
  • Leaders have an opportunity to transform their functions and help rebuild revenue streams
  • Planning should start with answering four fundamental questions: what’s changed for your markets, programs, organization, and team
Blog

Four Steps for Pivoting Programs During a Crisis

Conrad Mills June 11, 2020
  • Many B2B organizations are struggling to know what to do with their program strategy due to the COVID-19 crisis
  • Before going forward, take a moment to pause and put yourself in your clients’ shoes
  • When delivered well, a crisis program can positively impact customer relationships and deliver long-term benefits for the organization