Best Practice Report

Unifying Planning And Execution Across The B2B Events Portfolio

September 9th, 2019
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst

Summary

In-person and virtual events, including webinars, are a staple of B2B organizations’ tactic mix. Although events are often planned and executed separately, they offer an immense opportunity for the unification and amplification of content and data. Organizations that sync their virtual and in-person events improve their ROI and attendees’ experience. B2B leaders can imitate this ROI magic by ensuring that event-related activities (e.g., content creation) are executed in a unified way that contributes to the entire event portfolio. Unifying event activities creates synergy and scale that leads to an improved attendee experience and time savings for marketers. In this report, we identify opportunities for unifying various parts of the event planning and execution process across an organization’s event portfolio.

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