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Creating Engaging Virtual Events: Lessons From The Forrester Wave™

March 24, 2021


B2B marketers and event managers face two major challenges as the coronavirus pandemic persists: how to create successful all-virtual experiences and how to keep attendees engaged for the duration. Many teams have conducted virtual events in 2020 with varying degrees of success; even more are planning online conferences and large group meetings for 2021. While the technological aspects of running an online event pose unique challenges, a common refrain is heard as event teams’ voices decry an increasing inability to attract and engage an interested audience. Is virtual event and webinar fatigue a real thing? And if so, what is the cure?

In this webinar, Forrester Vice President and Principal Analyst Laura Ramos and Researcher Meredith Cain review findings from reference customer research conducted together with the new Forrester Wave™ on B2B marketing event management solutions. The research shows how marketers are struggling and striving to make virtual events more engaging — distinct from the traditional webinar or online meeting.

Join us to learn how the technology landscape for virtual events is transforming to support a future where hybrid experiences are the norm — and how top B2B marketers are engaging attendees during and after the formal broadcast of the event.

Key takeaways:

  • Explore how the market for hybrid event management is changing and what the vendors that matter most are delivering to make events more effective.
  • Learn what reference customers struggle with, appreciate, and depend on from their technology suppliers — and where they see digital events heading.
  • Review key lessons learned to make online aspects of a marketing event more engaging and valuable to attendees.

Target audience level: intermediate

Vendors mentioned: 6Connex, Bizzabo, CadmiumCD, Certain, Circa, Cisco, Cvent, Engagez, GTR, Hexafair, Hopin, Hubb, Intrado, LogMeIn, Kaltura, meetyoo, ON24, PathFactory, RainFocus, Splash, SpotMe, and Zoom.

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