The COVID-19 pandemic has permanently altered the events marketing industry. Virtual event formats have matured and taken on a more significant role in marketing initiatives. However, with more of the population becoming vaccinated, many professionals are looking forward to attending face-to-face events again to connect with others in-person. In this shifting landscape, marketing, sales, and demand gen teams need to come together to anticipate how the demand for their events will change and what their attendees will find most valuable.

Hybrid events offer opportunities to appeal to both virtual and in-person audiences, but successfully meeting the needs of both groups will require the proper technology, interactive event format, and compelling content. Having plans in place while remaining open to experimentation will be key to creating events that meet customers wherever they are in their buying journey and offer them the value and experience that connect them strongly to brands.

Join our expert panel as they share their insights and predictions for how businesses can build successful events strategies for fall 2021 and beyond.