B2B Gathering is Getting Good (thanks Covid)

 

B2B gathering is getting Good (thanks Covid)...

Below is a summary of what is different now from a great interview with industry veterans (not afraid to reevaluate).

New Forces & Opportunities:

1. Post-Pandemic Shift in Event Strategy

• There's a notable trend toward smaller, hosted/owned in-person events (58% of B2B marketers planning to increase these)
• This represents a strategic shift from the pre-pandemic focus on large trade shows and conferences
• Companies are being more intentional and targeted with their event strategies

2. Evolved Customer Expectations

• The article explicitly notes that "customer expectations regarding events have changed"
• There's greater emphasis on relationship quality over quantity of leads
• Integration with digital engagement strategies, starting from the registration process

3. Modern Measurement Focus

• Movement away from just lead counts (traditional approach)
• New emphasis on customer lifetime value correlations
• Integration with Account-Based Marketing (ABM) strategies
• Focus on measuring digital engagement even for in-person events

4. ROI Pressure

• 95% of respondents prioritizing better ROI measurement
• Budgetary pressures driving need for more sophisticated measurement
• Greater focus on proving commercial value beyond immediate leads

5. Data & Technology Integration

• Modern registration platforms enabling better attendee insights
• Ability to track and measure digital engagement pre/during/post event
• More sophisticated ability to correlate event attendance with business outcomes

The core measurement categories (engagement, satisfaction, brand impact, pipeline, and customer retention) might sound familiar, but the depth and sophistication of measurement within each category has evolved significantly.

Gathering is Getting Good!

Reach out to discuss your options...

David

www.DavidCutler.net

617-331-7852

david@davidcutler.net

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