B2B event marketing is essential and highly engaging, but ROI challenges persist. Marketers should choose the right event format, use technology and AI for better results, and integrate events into broader marketing strategies.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

LinkedIn joins the race against Clubhouse: The platform is the latest to announce its own live social audio feature. It could stand out in the audio wars by focusing more heavily on structured events like conferences and webinars, which would also help it attract B2B marketers.

On today's episode, we discuss in-person events in 2021, how to put on an engaging hybrid conference, and how to consider making money from virtual events. We then talk about Twitch's "Brand Safety Score," new ads envisioning post-pandemic life, and TV makers leaving no ad spot unturned. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.

This report will cover eight key pivots B2B companies made during the coronavirus pandemic and explore lessons learned and considerations moving forward.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante, senior marketing specialist on the commercial demand generation team at Marketo.