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Technology Buying Guide for the New Event Landscape • 2Technology Buying Guide
for the New Event Landscape • 2ContentsTABLE OFExecutive
summaryIntroductionAdapt to the new event landscapeStrategize a centralized
approachExecute with e
ciency and agilityEngage before, during, after, and
between eventsActivate data to drive valueConclusion345811141618

Technology Buying Guide for the New Event Landscape • 3Executive
SummaryIntroductionThe pandemic sped up the digitization of meetings and events
by at least five years, bringing more events—and event data—online. The new
multi-audience, multi-format, and increasingly digital landscape is causing
organizations to rethink the technologies they need to be successful. In this
book, we’ll help you navigate the new landscape as you manage, market, and
produce your events and your Total Event Program.Section 1: Adapt to the new
event landscapeIn the new event landscape, organizations must take a fresh look
at their event programs and the technology they need to execute, engage, and
drive value. Four key actions can help you adapt to the new landscape:
harnessing innovation, optimizing for engagement, adopting a Total Event Program
lens, and building for scale and agility. Section 2: Strategize a centralized
approachA centralized approach requires two strategic shifts: one that moves
from fragmentation to integration and one that changes focus from formats to
outcomes. These shifts help you execute e
ciently, minimize risk, scale your
program, and drive revenue. Section 3: Execute with eciency and agilityUse
technology, partners, and professional support to strengthen your program’s
foundation so you can execute with e
ciency and agility. Technol-ogy helps you
manage the entire event lifecycle, driving engagement from the first invite to
the last tweet. Partners provide specialized skills when you need to outsource.
Professional support fills gaps in expertise or experience.Section 4: Engage
before, during, after, and between eventsThe new landscape makes it imperative
to put engagement at the core of your event strategy. New technology allows you
to deepen engagement and extend the life of each event and cultivate a
relationship with audiences all year long. Engagement is no longer limited to a
single event; it can happen before, during, after, and between multiple
events.Section 5: Activate data to drive valueTo produce the most value from
your event data, become adept at activating it, creating a complete data
picture, and scaling activation. Activating data drives value, creating a
complete picture of interest makes data more valuable, and scaling activation
and visibility across events maximizes that value.ConclusionThe pandemic sped up
the digitization of meetings and events by at least five years. The landscape of
events has changed. Adapt your organization’s approach to a centralized Total
Event Program that prioritizes engagement. You’ll be able to execute more
e
ciently, minimize risks, scale your program, and drive more revenue.A Total
Event Program includes all the events, large and small, internal and external,
that an organization hosts and attends to reach and engage their prospects,
customers, and employees.
















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