Virtual Event Types For Demand Marketing: A Glossary

Organizations of all sizes allocate a substantial proportion of their demand marketing budgets to in-person and virtual events. By understanding event types and their characteristics marketers can match events to the objectives they best serve. An understanding of event types and their role as standalone activities or within a larger campaign — combined with defined program objectives — forms the basis of event investment decisions. In this report, we describe characteristics of virtual events to help marketers match the event type to the marketing program goal and communicate event objectives to all stakeholders.