Take control of virtual events and turn engagement into revenue
Marketing leaders have been frustrated by the difficulty of proving event ROI since the invention of trade shows in 1851.They've had no way to know how big event budgets might translate to sales and brand affinity. In more recent decades, they've been tasked with justifying event spend, but provided with a weak (if any) connection to CRM, the system of record for all sales activity.
For all the costs and conjecture of in-person events, it may get even worse by pivoting to virtual. Marketers 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.
Agile companies have seized a competitive advantage by quickly pivoting to virtual. They're building competencies inproducing dozens of virtual events that meet key criteria, like maintaining brand standards and delivering a high-quality attendee experience.
— Event teams need to optimize their technical production skillset and event planning tool integrations to keep up with fast-moving competition.
— With virtual events, marketers now have access to an unprecedented level of visibility into attendee engagement, enabling insights that can empower sales like never before.
— Virtual events are a"new" marketing that will ultimately complement in-person events.Where virtual events may not sustain attendee engagement over extended periods, they provide greater visibility into attendee engagement and seamless data integration, especially with CRM.
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