Trends Report

New Lessons From Hosting Virtual B2B Marketing Events Will Persist Once In-Person Events Return

October 14th, 2020
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Meredith Cain, null
Meredith Cain
With contributor:
Jennifer Zhang

Summary

The COVID-19 pandemic forced B2B marketers to cancel all in-person events, prompting most to conduct virtual events instead; they learned valuable lessons about the positive impact of digital on events. Marketers will leverage new virtual event experiences post-pandemic to create hybrid models where digital elements play a more prominent role. B2B marketers involved in setting their firm’s event strategy or thinking about executing a virtual event should use our market overview research to inform their approach and schedule an inquiry with us for additional guidance.

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