Make events the most powerful marketing tool you have
In Event Success: Maximizing the Business Impact of Physical, Virtual, and Hybrid Experiences, Alon Alroy, Eran Ben-Shushan, and Boaz Katz of Bizzabo draw on the knowledge they’ve gained powering events for companies like Amazon, Salesforce, and Uber to deliver an end-to-end playbook for readers wanting to maximize their organization’s return on events.
Event Success will help you unlock the full potential of your events and make them your most important marketing channel. You’ll learn how to create elevated experiences in any format that drive strategic business goals, including:
- How to measure event success with surveys, data, analytics, and key KPIs
- How to integrate events into a strategic, end-to-end marketing plan
- How to collect, analyze, and funnel event data to other teams to drive business growth
- What events are successful, what the data says about them, and real-life examples from SAP, the Financial Times, IBM, and other leading brands that capture the imagination of their audiences through events
Event Success is ideal for marketers, event professionals, and anyone responsible for creating buzz, driving new sales, and building thought leadership with in-person, hybrid, or virtual events. It’s also an invaluable resource for maximizing your organization’s “RoE” - or Return on Event - with measurable increases in sales.
Table of Contents
Part I Why Events? 1
Chapter 1 How We Got Here 3
Chapter 2 Event Success in the Post-COVID-19 Era 15
Chapter 3 After the Storm 25
Part II Data 35
Chapter 4 The Age of Disruption 37
Chapter 5 The Event Data Maturity Curve 45
Chapter 6 Reaching the Right Audience at the Right Time 51
Chapter 7 SAPPHIRE NOW: A Case Study in Event Data Utilization 61
Chapter 8 With New Data Power Comes New Responsibility 71
Part III Audience Engagement 77
Chapter 9 Engagement in a Hybrid Era 79
Chapter 10 Choosing the Right Format for the Right Outcome 91
Chapter 11 Content 103
Chapter 12 Community 115
Chapter 13 Experience Design 125
Part IV People and Process 135
Chapter 14 The Rise of the Event Experience Manager 137
Chapter 15 New Skills for a New Title 147
Chapter 16 Soft Skills 157
Chapter 17 The New Path for Event Professionals 169
Chapter 18 The Event Team of the Future 177
Part V Technology 187
Chapter 19 The Changing Event Technology Landscape 189
Chapter 20 Choosing the Right Technology Partner 197
Chapter 21 What an Event Platform Can (and Can’t) Do for You 221
Chapter 22 Taking on the Future of Experiences 227
References 237
Acknowledgments 241
About Bizzabo 245
About the Authors 247
Index 251
