The chapter intro reads:
“The growing use of online events in B2B marketing is hardly surprising when you consider some of the key benefits on offer: The cost is lower than physical events, there are more measurable outcomes, the creation of fresh marketing assets, the likelihood of message amplification post- event – the list goes on and on.”
“There’s no doubt that online events offer significant advantages to marketers. But is an online event the right option for reaching your target audience? You will have read all about the objectives for using online events earlier in this guide, but here we’ll be looking at how to align your content and platform choice to the right audiences. For example, should you consider a webinar or an online exhibition if you want to reach a CIO, or would your budget be more wisely spent setting up an offline meeting?”
The other chapters cover topics including the different types of online event formats, setting your objectives, and integrating online events to your overall marketing strategy.
It’s an excellent read for any marketer looking to use online events in their mix. We encourage you to take a look at the full guide available here.
You could also join the discusion in B2B Marketing’s Linkedin Group.
Look out for more articles from Klaxon to come on B2B Marketing.