The Digital Transformation of the Event Channel
The global pandemic has caused a dramatic acceleration of technology adoption and digitalisation across many areas of our lives. According to McKinsey, “We have vaulted five years forward in consumer and business digital adoption in a matter of around eight weeks.” For CMOs, perhaps no area of their marketing mix has been impacted more than their events channel. But, with the digital transformation, comes a great opportunity for events.
The Opportunity
The question for many CMO’s has been how to turn that reach into revenue and do it at scale. Virtual event technology that drives virtual attendee engagement and then captures that activity and interest data is improving by leaps and bounds. Combine this digital event data with what you already know about prospects and customers, and you’re able to route prospects to sales and marketing based on readiness and interest off of better data than ever before.
In this whitepaper, we’ll show you how to capture the opportunity by:
- Rethinking your teams
- Bringing events fully into your digital nurtures
- Converging your tech stack
