Executives have long cast a suspicious eye on the high costs of events. They've had no way to know how big event budgets might translate to sales. There's been no precise way to track in-person engagement and a weak (if any) connection between events and CRM, the system of record for all sales and marketing activity.
For all the costs and conjecture of in-person events, it may get even worse by pivoting to virtual. Executives can at least observe engagement first-person at in-person events, even if it's only of a sampling of attendees. No such visibility exists at virtual events, where attendees often let their attention go slack undetected. Meanwhile, in-house event teams lack the experience, data integrations and technical production skills to create effective virtual event programs, especially at enterprise scale.
The rush to virtual events opens an opportunity for competitive advantage. Attention may be more difficult to sustain with virtual events, but it is also far easier to track.
Increasingly, executives are waking up to the value of virtual events as a "new" marketing channel, and not just the mandate of COVID lockdowns.
Circa helps executives understand how attendees engage at virtual events and provides clear, actionable insights that sales teams can use to convert attendee interest into revenue.