Comparing and Selecting Events for Demand Programs

Did you know that B2B field marketers spend 11% of their program budgets on small (e.g., five to 30 attendees) in-person and virtual events, according to Forrester benchmark data? Frequently these events are planned as standalone tactics outside of integrated demand programs, and events often are selected without sufficient consideration of target personas’ needs, preferences, and position in the buyer’s journey.

However, field marketers who treat events as integrated program elements can better define event goals, gain deeper audience insights, and improve their event ROI.

In this report, Forrester will explain how to consider event types in the context of the demand mix and buyer’s journey and define value and cost factors for evaluating and selecting events.