The truth about transitioning from in-person events to virtual, according to 200 marketing strategists BlueJeansNet ad
There aren't too many B2B marketers that would have told you in January 2020 they were confident in their ability to pivot from a traditional slate of physical trade shows and conferences to a virtual agenda without missing a beat.
This custom survey asked 200 North American decision-makers of marketing event strategies for insights into their experiences with hybrid and virtual events and how they plan on leveraging this technology going forward. The findings fall into three sections: virtual readiness, current event effectiveness, and future expectations.
Additionally, only 40% of respondents admitted that their virtual events strategy was an area of focus pre-pandemic, compared to 62% recognizing it as a critical initiative mid-pandemic. This suggests that the groundwork for successful platform selection was limited by the reactionary nature of the situation. Net-net, it appears that most firms got caught a little flatfooted when the time came to make the switch from physical to virtual.
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