B2B event marketing has evolved beyond single, isolated touchpoints. Traditional event formats are less effective on their own as audiences expect ongoing engagement, flexibility, and personalization.
Events have become more unique, bigger, and more consuming over time. They are now considered a full experience with virtual events becoming necessary, presenting new challenges such as fostering connection, building community, and measuring ROI.
By using the "virtual sandwich method" of integrating virtual touchpoints before and after live, in-person events, marketers can reach a broader audience, capture valuable data, and nurture relationships long after the event ends. This approach has been successfully adopted by Adobe and Salesforce, leading to higher participation and stronger business outcomes.
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The Secret to B2B Event Success: The Virtual Sandwich Method
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