Best Practice Report

The Forrester Event Planning Framework

Take An Audience-Centric, Internally Aligned, And Centrally Executed Approach To Maximizing Event Value

August 12th, 2024
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
Daryl Wright, Principal Analyst
Daryl Wright Principal Analyst
With contributors:
Steven Casey , Chantelle Fynn , Arianne Burnette

Summary

B2B events play a central role in B2B marketing activities, with event spending consistently among the largest budget items. However, in an event environment that is dynamic and complex, teams struggle to execute consistently and showcase that event value demonstrates ROI. When planning events, B2B leaders must work through three interconnected steps: audience-centric event design, internal alignment around planning, and centralized execution to drive scale and consistency. In this report, we introduce the Forrester Event Planning Framework, which is designed to maximize event ROI.

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