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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.
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
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
CRM is a critical piece of technology infrastructure that underpins a firm’s ability to deliver next-generation financial services. It connects organizational silos to drive customer and business value. CRMs are integrating AI and adding intelligent agents to boost productivity and deliver personalized customer experiences at scale. This makes CRM an indispensable tool for financial services firms aiming to enhance customer experiences, streamline operations, and drive growth.Despite the benefits, we often hear that financial services firms struggle to justify the investment in CRM modernization, and firms that have done so say that they’re struggling to extract value. This makes it more important than ever to choose the right vendor. But the financial services CRM market is bifurcating, making vendor choice even harder.Key takeaways: Understand the financial services CRM market, key vendors, and common financial services use cases.Learn how AI (predictive, generative, and agentic) is transforming CRM and what it means for financial services firms.Uncover the mistakes that are leading to the underutilization of CRM by financial services firms.Identify the key considerations that should inform financial services firms’ CRM purchasing decision.Target audience level: intermediate and advanced
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels
Too many B2B organizations still treat their quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that points to how vital seller wellness, work/life balance, and cultural inclusion are to their ability to be most productive. Let's follow the data ... and change it.Key takeaways: Understand the critical cultural levers that motivate sellers to be successful.Develop a mandate for the creation of a sales coaching program that drives tangible results.Learn to balance sales compensation components that reward desired behaviors.Target audience level: intermediate