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EVENT DATA WILL ENABLE
GREATER PERSONALISATION
Events provide a wealth of valuable data about your
attendees’ interests and behavior. Use these insights
to build more personalised attendee experiences and
improve targeting. Tools like mobile event apps and
post-event surveys can help you capture the right data
to build a more complete profile of your attendees.
3
DRIVING CONTINUOUS
ENGAGEMENT WILL BE KEY
Today’s B2B buyer journey is longer, more complex,
and involves more stakeholders. Engaging with your
prospects across this journey will be key to generating
demand and driving revenue. Virtual and hybrid events,
as well as webinars, are a great way to extend the
duration of your events, continue to engage with your
audiences, and build a long- lasting community around
your brand.
2
VIDEO CONTENT REIGNS SUPREME
If the rise of TikTok and the power of streaming platforms tells us
anything, it’s this: snackable, binge-worthy videos have become the
preferred medium for content consumption. With this strong appetite
for on-demand video comes a great opportunity to distribute event
video content through other digital marketing channels, including
social media and email marketing.
5
74% of marketers cite events as their most important
demand generation tactic.1 Why? Because events are
an effective way for marketers to reach new audiences,
build deeper relationships with prospects, and
create strong brands. Here are the top five event
trends marketers should know in 2023 – and how
they can boost your marketing strategy.
MARKETERS SHOULD KNOW IN 2023
5 EVENT TRENDS
EVENT TECH SPEND WILL INCREASE
57% of marketers increased their spend on event tech in
2022.3 With event programs now including a mix of
in-person, virtual and hybrid experiences, you’ll need event
tech to successfully deliver on all three event formats.
Make sure to integrate your event tech with your CRM
and marketing automation – this will allow you to capture
core event KPIs and have a complete view of attendee
behavior across all your events.
4
In 2023, events must be an integrated part of your marketing strategy. To get
maximum impact, consider how
you can use events — whether in-person, virtual or hybrid — at every stage of
the buyer journey. This will drive
continuous engagement with your prospects and customers and, ultimately, deliver
ROI.
Want to nail your event marketing strategy?
EXPLORE HERE >
1 In a 2021 commissioned study conducted by Forrester Consulting on behalf of
Cvent, a survey of 505 global director+ events planning and/or marketing
decision-makers showed that 74% say that events are their most important demand
generation activity.
2 A 2021 survey of 236 B2B decision-makers involved in event planning and
execution revealed that 76% say they have increased reach and attendance through
the digitization of events.
3 According to Forrester’s Marketing Survey, 2022 – B2B, 57% of marketers
increased their spend on event tech in 2022.
Source: Forrester
ANY EVENT. EVERY EVENT.
WE’VE GOT YOU COVERED.
76%of marketers say they
have increased reach
and attendance
through the digital
transformation of events.2
IN-PERSON EVENTS EMBRACE
DIGITAL TOUCHPOINTS
2023 will see in-person events incorporating more digital
touchpoints, which will allow marketers to better capture valuable
data on attendee interests and measure the direct impact of events as
a channel. As you plan your events, it will be important to integrate
digital elements, such as on-demand video, pre, during and post-event.
1


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5 Event Trends Marketers Should Know in 2023





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