While in-person interactions carry tremendous potential to build relationships, virtual events can help widen reach.
Though the pandemic has forced brands to go digital and focus more on virtual marketing events, companies should also capitalise on in-person events to humanise their brand this year. In-person events can help brands, particularly B2B companies, forge deep connections with their audiences, reunite professional relationships and pave way for new collaborations.
Along with leveraging in-person events, businesses should continue organising virtual conferences and events to reach out to new audiences. Even when attending virtual events, marketers should identify after-party events, social hours and other interactive one-on-one sessions to network with their peers and prospects.
To take advantage of both in-person and virtual events and experience the best of each format, B2B companies should consider attending and organising hybrid events. Hybrid events can help marketers interact with new associates in physical spaces as well as in virtual conference rooms. Additionally, marketers must also ensure they attend all events across formats, to avoid missing out on audiences who may attend either in-person or virtual events.
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[7 minute read]