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For B2B Marketing Professionals

Are Events Dead? Not If You're A Tech Buyer

Marketers Should Look To Combine Them With New Social Media Marketing Tactics, Including Hybrid Or Virtual Events

July 26, 2011

Primary author headshot


  • By Kim Celestre
  • with Peter Burris,
  • Zachary Reiss-Davis,
  • Eric Hsieh

Why Read This Report

Physical in-person events historically have been a crucial way for high-tech companies to communicate the value of products and services to customers and prospects. Forrester's Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers reveals the continuing power of events to influence business technology (BT) purchasing. Even with the advent of a myriad of new social and online marketing tactics, traditional events should remain a component of your marketing mix, potentially combined with a virtual event component.

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Tools And Templates

Vendor Selection Aids

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  • In-Person Events Increase In Importance During Vendor Selection

Table of Contents

  • Physical Events Matter To Your Audience
  • Consider Hybrid Events

  • Keep Doing In-Person Events; Leverage Them To Add Value To Online Initiatives

  • Tune Your Marketing Mix To Include A Variety Of New Sources
  • Supplemental Material
  • Related Research Documents