Introducing The Forrester Event Management Framework

Events represent a substantial portion of investment across all marketing functions and regions. Event planning, execution, and measurement must align with broader campaign and program goals. The success of a B2B event strategy depends on three essential elements: event support, event logistics, and event experience. These elements must be in place so that events can drive results that justify the level of investment organizations continue to make. In this report, we introduce the Forrester Event Management Framework, which helps marketers implement the essential elements of an event strategy to ensure an effective and repeatable event experience for organizers and attendees alike.