How Marketing Leaders Are Driving Growth in the New Era of Event Planning
The next generation of events is here—the result of a seismic shift in the industry and two years of digital acceleration during the global pandemic. With the template reset, opportunities abound for marketing leaders.
But there is a learning curve. The fact is, even as the return to in-person events gains momentum, business events still need to have an “always on” approach.
Next-generation events span several formats: virtual/webinar, in person, hybrid, and other types, including conferences, trade shows, road shows, and customer groups. This range represents very good news for marketers, who now have the opportunity to improve their event strategy and execution for the foreseeable future.
In “Aligning Strategy, Teams and Tech for Success in a New Era of Events,” a new CMO Council report created in association with Cvent, we queried marketing leaders about this new era and uncovered several insights: