
RV157 - Rethinking B2B Event Marketing
GTM Live
Measuring Success in Event Marketing
The resurgence of physical events in B2B companies is subjective and can be interpreted in various ways. It can involve increased spending, more buyer engagement, or a shift from digital to physical events. Companies invest heavily in a variety of event types with virtual components, but webinars consistently outperform in generating revenue while being more cost-effective, scalable, and personalized. B2B companies are heavily investing in event marketing, with webinars proving to be the most impactful and efficient approach.
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