Market Overview: Virtual Event Platforms For B2B Marketers

Tech marketers are beginning to embrace virtual events as a way of reaching diverse audiences to meet a wide range of objectives — from brand awareness and demand generation to customer experience and education. Most big vendors have already added virtual events to their marketing mix. In response to this increasing demand, the number and diversity of players in the virtual event field has exploded. Tech marketers face the daunting task of selecting the right platform for their needs. Many of the available platforms provide the basic functionality — reminiscent of a physical event with various venues and incorporating familiar online communication and collaboration tools such as videos, chat, and collateral downloads. In this nascent market, certain vendors stand out, distinguished by innovative features, exceptional service, or ability to scale delivery. As the tools become more widely used, best practices develop and mature, as do some of the players in the market. Choosing the right platform and services helps avoid the pitfalls experienced by early adopters and increases the likelihood of the event delivering the chosen marketing objectives.