Case Study

Drift: Embracing The Potential Of Virtual Events

March 26th, 2021


In 2020, many B2B organizations faced unprecedented disruption to their events strategy as they were forced to pivot from their planned in-person to virtual events. For many, the switch was viewed as temporary; they plan to revert to in-person events as soon as circumstances permit. Others, however, embraced the situation and discovered transformational opportunities to reimagine how they use their events to engage with buyers. In this case study, we describe how Drift quickly transitioned its planned in-person event to a virtual event and, more importantly, used its learnings from the experience to transform its future event strategy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.