B2B In-Person Events Need A Digital Makeover

January 26th, 2015

Laura Ramos Vice President, Principal Analyst

With contributors:

Peter O'Neill , Ryan Trafton

Summary

In-person events consistently grab the top spot on the business-to-business (B2B) marketer's program budget list. But marketers have long been conflicted about the value that these expensive time-consuming endeavors return. It's time for CMOs to update conferences, trade shows, and seminars with a digital rehab that can turn these standalone activities into more durable marketing assets. Tapping into our recent B2B marketing program budget survey results, this report explores how CMOs can deliver value to more digitally savvy and engaged attendees by integrating the physical experience with new mobile, analytic, and interactive technologies. It will also describe how to convert these high-potential face-to-face experiences into opportunities to generate more qualified demand and more loyal customer relationships.

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