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B2B Marketing Trends: Are You Ready For Hybrid Marketing Events?

December 1, 2021


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:

  • Learn which trends point to hybrid formats becoming the norm for flagship marketing events by 2023.
  • Explore the top challenges marketers and event teams face in planning for and adjusting to hybrid formats for their marketing events.
  • Prioritize which elements of hybrid models you should adopt first based on expected benefits.
  • Learn what you will need to do differently to measure the impact and ROI of hybrid events in the future.

Target audience level: beginner and intermediate

Vendors mentioned: Bizzabo, Cvent/Hubb, Hopin, Hublio, Intrado, Kaltura, Meet The Boss, meetyoo, ON24, RainFocus, Shindig,, Spotme, Touchcast, vFairs, Welcome, and Zoom.

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