Tactic Deep Dive: Hybrid Events

Prior to 2020, most B2B marketing leaders had extensive experience with in-person event teams, backed by some virtual event expertise built through running webinars. The COVID-19 pandemic quickly reversed this, causing countless in-person events to be cancelled and replaced with virtual events. Leaders were forced to rapidly upskill their teams, embracing disruption as the event space underwent an accelerated digital transformation.

Hybrid events, which represent the next phase in event marketing, deliver a range of benefits to attendees and event organizers. There are two different approaches to creating a hybrid event: hybrid audience and hybrid experience. Experimenting with hybrid approaches can help marketers make their pre-event, at-event, and post-event activities more effective.

In this report, Forrester will define two approaches to creating hybrid events and outline how these approaches can enhance current event strategies.