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For B2B marketing and event teams, 2020 delivered a crash course in hosting virtual events. As social distancing rules relax, marketing-hosted events will shift from virtual to hybrid. In recent study results and conversations with B2B marketers, Forrester found nearly unanimous agreement that hybrid marketing events — ones that deliver value to all attendees, whether participating in person or remotely — will become the event format of choice.
This Forrester webinar looks at the impact that the coronavirus pandemic continues to have on marketing events and how marketers are delivering engaging virtual experiences today. The webinar also offers our most current advice on how to plan for hybrid models that incorporate the successful elements of virtual, so marketers can return to using events to build brand awareness, develop demand, and build productive relationships with customers.
Key takeaways:
Target audience level: beginner and intermediate
Vendors mentioned: Bizzabo, Cvent/Hubb, Hopin, Hublio, Intrado, Kaltura, Meet The Boss, meetyoo, ON24, RainFocus, Shindig, Sli.do, Spotme, Touchcast, vFairs, Welcome, and Zoom.
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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.
Running large company-sponsored events for customers, prospects, and partners today can prepare B2B marketers to execute successful hybrid models in the future.
For B2B marketing and event teams, 2020 delivered a crash course in hosting virtual events. As social distancing rules relax, they will shift to hybrid models that incorporate the most successful elements of virtual but get back to using events to build r
B2B marketers looking to host hybrid events after the pandemic must understand how to use high-quality content to engage buyers before, during, and after events. This research shows them how.
In our 28-criterion evaluation of B2B marketing events management solution providers, we identified the 14 most significant ones — 6Connex, Bizzabo, CadmiumCD, Certain, Circa, Cvent, Hubb, Intrado, Kaltura, meetyoo, ON24, RainFocus, Splash, and SpotMe — a
B2B marketers looking to host hybrid events after the pandemic must understand how to engage remote attendees effectively. This research shows how marketers and marketing event management (MEM) solutions vendors can support this need.
B2B revenue leaders are challenged with the conundrum of delivering crucial sales training to their team: Training both amplifies their reps’ competencies and yet draws precious time away from customer-facing activities. Often delivered at an inopportune time, leveraging unpopular modalities, and lacking adult learning best practices, sales training remains ineffective unless delivered as part of a comprehensive and permanent sales talent lifecycle management strategy. In this webinar, we highlight the “what, when, how, and who” behind optimal everboarding for your quota-bearing individual contributors.Key takeaways: Learn the best (and worst) learning modalities for your B2B sales reps.Understand how to time learning delivery so it's sticky.Discover how to engage your first-line sales managers to amplify ongoing sales learning and development.Target audience level: intermediate
B2B buyers are rapidly adopting AI-powered search as one of their primary sources of information. Providers will have to shift their marketing strategy to engage buyers in zero-click environments before they arrive at their sites.This webinar looks at how buyers are using AI-powered search, how zero-click search is impacting the revenue engine, and how to coordinate activity across portfolio marketing, content, communications, and digital to engage buyers in this new environment.Key takeaways: Understand how to adjust your marketing goals and strategies for zero-click search.Learn how to measure your performance on zero-click search.Discover digital, content, and messaging techniques for reaching buyers through zero-click search.Target audience level: intermediate
Every B2B sales rep wants professional development, but no one wants to take time from selling to participate in learning. For years, both HR and sales leaders defaulted to traditional learning management systems to provide sales training for reps, only to see invitations ignored and attendance embarrassingly low.In this webinar, learn how HR-owned LMS tools differ from revenue enablement platforms and how the latter better suit real-time training delivery to improve your sellers' competencies most effectively.Key takeaways: Learn how to reverse-engineer your sales training technology environment to suit learner needs.Discover what high-performing B2B sales organizations do to optimize learning participation and adoption.Identify which best practices in adult learning are best supported by properly integrated technologies.Target audience level: intermediate
B2B buyers have always been changing and adapting to evolving markets, technologies, and economic turmoil. Are sellers equally tuned in to the same elements? This webinar looks at these elements from the perspective of both buyers and sellers.Key takeaways: Learn how to identify and react to alarming negative sentiment expressed by B2B buyers, even after successfully making a purchase.Learn how to stop signaling that your sales team members are "coin-operated" with coach-like management techniques.Discover how to leverage generative AI capabilities for revenue enablement — that you're probably already paying for.Target audience level: intermediate
Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced
Don't miss out on one of the most attended sessions at Forrester B2B NA Summit! Hear Palo Alto Networks' winning program of the year story. Palo Alto Networks will discuss how a major transformation in its revenue process, from marketing-qualified leads (MQLs) to a focus on buying groups, has fundamentally changed the way that sales and marketing work together, driving major improvements in conversion efficiency and pipeline growth.Key takeaways: Learn how Palo Alto Networks transformed from MQLs to buying groups.Discover best practices for implementing a successful pilot.Understand how this transformation delivers massive business impact.Target audience level: all levels