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.

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

2. Events Reimagined:
How Digital Transformation is
Revolutionizing the Event Industry

3. P R E S E N T E D B Y
MYLLISA PATTERSON
Vice President, Demand Generation
CVENT

4. ENGAGEMENT
clicks
touches
views
visits
handshakes
scans
completions
downloads
...and more

5. ENGAGEMENT
1. Boosts brand experience
2. Increases customer loyalty and trust
3. Provides valuable customer feedback and insight
4. Improves customer experience
(Gartner 2020)

6. In-Person Events Importance

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 “Awareness
to-Purchase” journey
The average B2B org. spends 20 – 40% of marketing program
budgets on live events! Sirius Decisions 2019

8. Getting Deeper Insights, Quickly
Email +
Content
Live
Events
1-3
1-5
10-20+
Tactic / Channel Touchpoints

9. The digital transformation of B2B events has
delivered broad benefits
Source: Forrester’s 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 attendees’
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

12. Events Drive Engagement
Across the Customer Journey
In Person Events
Other Marketing Tactics
Virtual/Hybrid Events

13. Digital Alongside In-Person

14. Trend 1 | Explosion of video
Video content will account for
of all internet traffic in 2022.
82%
(Cisco
Reports 2022)

15. Trend 1 | Explosion of video

16. Trend 1 | Explosion of video

17. Pre-Event During Post Event
Build speaker/session
hype with teasers or
webisodes
Recommend additional
content
Deliver ‘know before you
go’ 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

19. Trend 2 | Online connectivity is mainstream

20. Trend 2 | Online connectivity is mainstream

21. Pre-Event During Post Event
Take Action Pre-Event | Online connectivity is mainstream
• Schedule appointments
• Message exhibitors
• Host ‘birds of a feather’ meetup –
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
‘Community’
• Direct messaging with
new connections
• AI Networking

23. Trend 3 | Digital ‘enhancements’ embraced

24. Pre-Event During Post Event
Take Action | Digital 'enhancements’ 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 'enhancements’ 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 ‘enhancements’ 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

29. THANK YOU