Executive Summary

Rapid-fire event cancellation notices and invites to (poorly produced) virtual events littered the inboxes of B2B audiences at the start of the pandemic. Luckily, there are plenty of learnings for organizers and sponsors to implement as the landscape continues to transform.

How did the pandemic change corporate event strategies?

Before the pandemic, in-person events were a major touchpoint for B2B marketers looking to engage with buyers. Many event organizers postponed their events at first but quickly realized that virtual events were an avenue to continuity, rather than just a backup plan.

How big is the virtual event market?

When most B2B marketers pivoted to virtual events, investments in the tools, technology, talent, and infrastructure needed to execute a digital production increased. By 2030, the global virtual events industry will grow nearly tenfold, from $78 billion in 2019 to $774 billion, according to Grand View Research estimates.

What goes into planning a successful virtual event?

The tried-and-true playbook for in-person events doesn’t translate to virtual. Event organizers should start from scratch by reassessing their goals, their reach, and the type of event they want to execute. For a successful event, use eMarketer’s checklist during each part of the virtual event life cycle.

What is a hybrid event?

The events industry is anxiously waiting for a coronavirus vaccine to be widely available, so that in-person events can resume safely and legally. When that happens, hybrid executions, which feature a scaled-back in-person element and a virtual extension, will become common.

WHAT’S IN THIS REPORT? The events industry transformed in 2020. This report documents how virtual events became mainstream during the pandemic and looks at the best practices for virtual events now and hybrid events in the future.

KEY STAT: When shifting to virtual events, 58% of marketers in the US and UK said they needed to rethink their events strategy to ensure success and meet goals, according to August 2020 research from Integrate.