Best Practice Report

Comparing And Selecting Events For Demand Programs

August 12th, 2021
With contributors:
Laura Cross , Isabel Montesdeoca , Julian Archer


B2B field marketers spend 11% of their program budgets on small (e.g., five to 30 attendees) in-person and virtual events, according to Forrester benchmark data. They frequently plan these events as standalone tactics outside of integrated demand programs, and events often are selected without sufficient consideration of target personas’ needs, preferences, and position in the buyer’s journey. Field marketers who treat events as integrated program elements can better define event goals, gain deeper audience insights, and improve their event ROI. In this report, we explain how to consider event types in the context of the demand mix and buyer’s journey and define value and cost factors for evaluating and selecting events.

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