In the proliferation of webinars and online exhibition platforms in the past few years, face-to-face events – particularly tradeshows – have gone through a period of adjustment, and are having to demonstrate ROI as never before. Equally, the recognition that online events have limitations, as well as benefits, means sharing applicable knowledge, showing leadership by example and an understanding of time pressures are the basics for retaining engaged online attendees. The advent of online events held the promise of a panacea for engaging with the target audience – simple and cost effective. But it’s clear that significant investment is necessary to hold a successful online event – in time, money and really appealing content.
B2B Marketing’s Online Events Best Practice Guide looks at how changing behaviour among business buyers allied to new technology is transforming the role of events in B2B marketing. Formats, platforms and structures of online events are explored, as well as achievable objectives and how to engage with specific individuals. Read more about it here.