Digital transformation is revolutionizing the event industry by allowing events to reach wider audiences, extend their duration beyond original dates, and collect more data about attendee interests. This helps boost brands, increase loyalty, and improve the customer experience. Three key trends driving this are the explosion of video content, online connectivity becoming mainstream, and greater embrace of digital enhancements. These trends allow events to better engage attendees throughout their journey and provide richer insights. Event technology helps marketers realize the full lead generation potential of events by facilitating engagement, data capture, and integration with other systems.
Events Reimagined: How digital transformation is revolutionizing the event industry - Myllisa Patterson, Cvent
1. KEYNOTE
LOS ANGELES, CA ~ APRIL 12 - 13, 2023
DIGIMARCONWEST.COM | #DigiMarConWest
Events Reimagined: How digital
transformation is revolutionizing
the event industry
Myllisa Patterson
VICE PRESIDENT DEMAND GENERATION,
EVENT CLOUD
CVENT
7. THE EVENT OPPORTUNITY
Lead
Accelerators
Best
Engagement
Channel
Collect robust profile
and activity data
Generators of
Expressed
Interest
Gain insights through
product reviews and
face to face
interactions
Speed the âAwareness
to-Purchaseâ journey
The average B2B org. spends 20 â 40% of marketing program
budgets on live events! Sirius Decisions 2019
9. The digital transformation of B2B events has
delivered broad benefits
Source: Forresterâs Q3 2021 B2B Enterprise Marketing Events Trends Survey
76%
57%
59%
57%
Increased reach and attendance
Ability to repurpose/support events across
different locations
Better ability to collect data about attendeesâ
interest and content consumption
Ability to extend event duration beyond original
broadcast dates
10. ENGAGEMENT
Event start Event end
Pre-Event During Post Event
clicks
touches
views
visits
handshakes
scans
completions
downloads
clicks
views
visits
downloads
completions
clicks
views
visits
shares
11. Clear Picture of Attendee Interest
LOGGED IN
ASKED A
QUESTION
KEYNOTE
ATTENDED
SESSION
ATTENDED
VISITS VIRTUAL BOOTH
1:1
APPOINTMENT
ATTENDED
POST EVENT
SURVEY
SUBMITTED
PRODUCT DEMO
ATTENDED
SESSION
FEEDBACK
VIDEO OF ON-DEMAND
SESSION WATCHED
Engagement Score
30
Engagement Score
70
Engagement Score
150
Engagement Score
360
REGISTERS
ACCEPTS
APPOINTMENT
VIEWS EXHIBITOR LIST
Account Interest
17. Pre-Event During Post Event
Build speaker/session
hype with teasers or
webisodes
Recommend additional
content
Deliver âknow before you
goâ info in video
Take Action Pre-Event | Explosion of video
18. Pre-Event During Post Event
Serve on-demand videos
Deliver non-event
videos/content
Deepen insights on
interests
Take Action Post Event | Explosion of video
21. Pre-Event During Post Event
Take Action Pre-Event | Online connectivity is mainstream
⢠Schedule appointments
⢠Message exhibitors
⢠Host âbirds of a featherâ meetup â
first timers, common interest groups
⢠Set up conference profile (avatar)
22. Pre-Event During Post Event
Take Action Post Event | Online connectivity is mainstream
⢠Continue fostering
âCommunityâ
⢠Direct messaging with
new connections
⢠AI Networking
24. Pre-Event During Post Event
Take Action | Digital 'enhancementsâ embraced
Event start Event end
Registration open
Event Website
Open
Event mobile app
launch
Your next
event
25. Pre-Event During Post Event
Take Action | Digital 'enhancementsâ embraced
Event start Event end
Registration open
Event Website
Open
Event mobile app
launch
Event
on-demand content
Video Center
Your next
event
26. Trend 1
Explosion of video
IMPACT
Better understand audience
interests & give them more of
what they want.
Trend 2
Online connectivity is
mainstream
IMPACT
Build a better, stronger sense
of community.
Trend 3
Digital âenhancementsâ embraced
IMPACT
Enrich the complete customer
journey and reap deeper insights.
Trends & Impact
27. CAPTURE CONVERT PROVE IMPACT
HOW EVENT TECH HELPS
Event Tech gives Marketers the tools to realize the full lead
generation potential of their live events.
Increase
qualified
leads
Improve lead
velocity &
conversion
ROI of your
event channel
28. Integrations into the
systems were your
sellers and marketers live
ONE solution for
all your events
Always-On
Engagement
A single platform,
standardizing programs
and data across all your
events
Engagement and
data capture for all
event types and
formats
Why Cvent?
Integrations with
MAT and CRM
Why Cvent
Audience
Generation
Branded websites
and registration that
drive response