Event marketing isn’t what it used to be. But even before the world was hit by a global health pandemic, B2B events were in the midst of a pivotal shift. From merely showcasing your logo on the main stage to collecting stacks on stacks of business cards, those of us who frequented the events circuit prior to 2020 were already wondering if our time at events was actually time well spent. But as human beings, it’s in our nature to meet and connect — and we knew events were helping us develop real relationships that would propel the business forward.
We just couldn’t prove it.
While the overnight shift to virtual events hasn’t been easy, it has come with a stellar silver lining. Today’s field marketers now have unprecedented access to the data they need to attribute real revenue to their events, and finally win a seat at the table.