The B2B event technology landscape has continued to transform apace over the past two years. In this environment, standalone virtual event platforms have struggled as leading vendors have broadened their capabilities to support a wider range of event types. Despite these expanded capabilities, enterprises continue to run multiple, overlapping event technology platforms, with 22% of large enterprises deploying six or more event tech solutions. With event budgets under massive pressure, leaders should explore the benefits of consolidating onto an all-in-one event management platform.

When evaluating all-in-one event technology, marketers should ask themselves three questions:

What mix of events will we be running?

In-person events have seen a robust resurgence over the past two years. Vendor data indicates that approximately three-quarters of all registrations are currently for in-person or hybrid events, with only a quarter for virtual-only events. But event formats are evolving. The fastest-growing event type is the small, owned/hosted in-person event with fewer than 200 attendees, while virtual events are becoming simpler and shorter. Marketers need to assess the range of events that they’re running and choose a partner that can provide centralized, scalable support.

Are we maximizing the value of our event data?

With increasing restrictions on access to audience data, event data has become one of the most valuable sources of zero- and first-party data, and marketers are prioritizing the maximization of its value. An all-in-one event management platform is crucial in this regard. Marketers should evaluate vendors based on their ability to capture and analyze attendee data to deliver more personalized experiences. Leading vendors can aggregate data across events and accounts, benchmark it against peer data, and use AI to answer data questions, run predictive analytics, and make customized attendee recommendations.

Does this platform integrate into our broader martech stack?

To fully leverage the value of event data, it is essential for marketers to integrate their all-in-one event platform into their broader marketing technology stack, but many organizations fail to do this and must prioritize it. Most vendors offer a range of native, API, and webhook integrations into leading marketing automation platforms and CRM systems, as well as app marketplaces for additional event solutions. Top vendors go further by offering deeper levels of integration, dedicated CRM objects, and exclusive partnerships.

Are you interested in learning more?

Forrester clients can access The Forrester Wave™: All-In-One Event Management Platforms, Q4 2024, schedule a guidance session or inquiry with me, and also register for an upcoming ask the analyst webinar, where I’ll be sharing highlights from the Wave research and taking questions!