B2B Marketing with Dave Gerhardt
The B2B Event Playbook: Building Revenue-Driving Events in 2025
Mar 13, 2025
Stephanie Christensen, an event marketing leader with 15 years at Qualtrics, and Kristina DeBrito, Director of Strategic Events at Iterable, dive into the resurgence of B2B events. They discuss the crucial metrics for tracking event ROI and the biggest pitfalls marketers make in planning. Listeners gain insights on securing executive buy-in, leveraging micro-events, and the importance of post-event engagement. The duo also explores the blend of virtual and in-person strategies, providing a roadmap for impactful events in 2025.
54:16
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Quick takeaways
- B2B events are making a comeback in 2025, emphasizing the need for a solid strategy to avoid wasted budgets.
- Tracking key metrics for event ROI and securing executive buy-in are essential for successful marketing strategies in event planning.
Deep dives
The Shift to Personalized Marketing
Marketing messages should aim to resonate with customers on a personal level rather than simply filling their inboxes with generic content. By utilizing first-party data, companies can craft more meaningful and timely interactions through various channels like email, SMS, and push notifications. This shift from mass spamming to targeted communication helps create a more engaging customer experience. Moreover, automating these processes allows businesses to maintain human-like engagement at scale, which is essential for establishing real connections with consumers.
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