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COMPARING AND SELECTING EVENTS FOR DEMAND PROGRAMS


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Did you know that B2B field marketers spend 11% of their program budgets on
small (e.g., five to 30 attendees) in-person and virtual events, according to
Forrester benchmark data? Frequently these events are planned as standalone
tactics outside of integrated demand programs, and events often are selected
without sufficient consideration of target personas’ needs, preferences, and
position in the buyer’s journey.

However, field marketers who treat events as integrated program elements can
better define event goals, gain deeper audience insights, and improve their
event ROI.

In this report, Forrester will explain how to consider event types in the
context of the demand mix and buyer’s journey and define value and cost factors
for evaluating and selecting events.


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