Virtual events make it easier for B2B marketers to effectively track user engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 29, 2020, 1:52 AM UTC

This piece highlights the pros and cons of virtual B2B events as in-person events are suspended amid the pandemic.

With B2B events shifting from in-person to virtual channels, marketers no longer need to focus on booking venues, A/V troubleshoot, travel and accommodation arrangements. Instead, they can focus on the event experience and content. Such automation makes it easier for businesses to track every click and action taken by an event attendee.

Unlike in-person events, virtual events allow marketers to find out what keeps their target audiences invested. Marketers can use these insights to create meaningful experiences that resonate.

However, businesses need to completely rely on technology providers to gather event-related data. Unlike in-person events, virtual events cannot provide enough networking opportunities and virtual booths are not attendee-friendly.

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[7 minute read]