This article was first published June 22, 2020 on Forbes.com as a Tech Council post.
Event marketing has changed significantly this year — no one can argue this. If events haven’t been postponed or canceled, they’ve been transformed. Venues are no longer conference centers, private dining rooms, and ballpark box suites, but rather virtual meeting spaces behind our computer screens.
We can take comfort in the fact that the fundamentals of event marketing remain constant. The goals of generating leads, building brand awareness, and boosting customer loyalty, to name a few, are still relevant. Event marketers must still create engaging experiences.
But as we continue to navigate this new normal, business and marketing leaders have experienced an increasing strain on resources. The combination of lean teams, disconnected tech stacks, and growing lists of responsibilities has led to inefficiencies, stressful hours, and more rogue event programs than ever before.
Solving this challenge comes down to scale. By scaling things like event design and event data, marketing leaders and their teams do two things. One, they do more than just maintain their current event programs. They can grow their programs — even with fewer resources. And two, they can ensure all programs are aligned when in-person events come back with a vengeance.
And they will come back, stronger than ever.