Hybrid has become the buzzword du jour in B2B marketing. As organisations evaluate their marketing mixes, hybrid events have emerged as a major area of interest. However, the Center for Marketing Transformation believes that this approach should be cautious. So, at this point in time, marketers must reflect on and evaluate their entire events portfolio strategy to ensure it is appropriately balanced across digital experiences, physical events, and hybrid events.
The ideal scenario is to create an experience that is audience-centric, allowing them to consume it when, where, and how they are able to. Further, marketers can’t hold tightly to the delivery mechanism, but must focus on the experience and the audience’s preferences.