Back in March, Nick Barber and I teamed up to help B2B marketers assess whether virtual events were a viable alternative to physical, as COVID-19 forced event managers to cancel in–person events wholesale. More than six months later, we now see virtual decisions stretching into 2021 as more B2B marketers evaluate how much of a role digital events will play in their marketing strategy. Beyond 2021, we predict that physical events will return to a prominent position in the B2B marketing mix, but valuable lessons learned conducting virtual-only alternatives will permanently change how physical events are […]
↧