In-person and virtual events, including webinars are a staple of B2B organisations’ marketing mix. However, they are often planned and executed separately, when there is immense opportunity for unification of data and amplification of content. Organisations must quickly find synergies in these programs to improve ROI and reduce time to implement with decreased investment in physical events.
Looking for ways to unify these tactics, physical and digital experiences, became an area of exploration because of the rise of account-based marketing (ABM) practices.