Trends Report

Transform Your In-Person Events Or Risk Losing Audiences

Four Priority Areas For B2B Marketers To Focus On Now

July 31st, 2023
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Steven Casey , Chantelle Fynn , Arianne Burnette

Summary

Macroenvironmental changes over the past three years have changed in-person events forever, and marketers must reinvent their approach by focusing on four key areas. They should experiment with different formats and make attending events a more worthwhile experience. Digital interactivity must become an integral element, not an afterthought. Environmental sustainability should be prioritized, and diversity, equity, and inclusion (DEI) must be at the center of event planning to ensure that events are inclusive experiences for everyone. This report offers frameworks, guidance, and best practice examples to help marketers think differently about these four priority areas.

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