Accessibility Statement Skip Navigation
  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing
  • Login
  • GDPR
  • Create a Free Account
Return to PRWeb homepage
  • News
  • Resources
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
  • Business & Money
      • Auto & Transportation

      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Hamburger menu
  • Cision PRWeb provides efficient communication tools to continuously engage with target audiences across multiple online channels
  • Create a Free Account
    • ALL CONTACT INFO
    • Contact Us


      11AM ET Sunday – 8PM ET Friday

  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR

80 Percent of Marketers Predict Future of Event Marketing will Combine In-Person and Virtual

New Integrate Research Finds Event Marketers Need to Learn New Skills and Adapt to New Ways of Working


News provided by

Integrate

Nov 18, 2020, 00:15 ET

Share this article

Share toX

Share this article

Share toX


PHOENIX, Nov. 18, 2020 /PRNewswire-PRWeb/ -- Integrate, the pioneer in B2B precision demand generation, today revealed the results of its "State of Events" survey to understand how marketers are thinking about the future of in-person events in light of the current pandemic. The research found that 80% of marketers expect to move to a hybrid world where in-person and virtual events will coexist, with over half of marketers saying they will participate in hybrid events in 2021. However, nearly 60% of survey respondents say that they won't return to in-person events unless safety precautions (e.g., mandatory masks, social distancing) are put in place and 29% won't return to in-person events until there is a vaccine.

"This year's pandemic has irrevocably changed how we think about B2B event marketing and underscored the importance of digital and an omnichannel experience," said Deb Wolf, CMO of Integrate. "These survey results demonstrate that while events remain an important part of the marketing mix, in order to continue to drive measurable business value, event marketers will need to evolve their skillsets and connect their tactics to other demand channels to create impactful buyer's journeys."

This year’s pandemic has irrevocably changed how we think about B2B event marketing and underscored the importance of digital and an omnichannel experience, said Deb Wolf, CMO of Integrate

Post this

In lieu of cancelled and postponed events, survey respondents state that their companies have turned to virtual events (74%), conducting webinars (64%), exhibiting at third party events that have pivoted to virtual (60%), and 55% are utilizing digital channels (e.g. social, paid, content syndication) to supplement their demand generation efforts.

"As we wait and plan for in-person trade shows in the second half of 2021, we are changing up our event mix. We have moved some of our event budget to external webinars and are reimagining those webinars to both drive new leads and nurture existing customers, said Emma Anderson, Events at Trojan Technologies. "As an event marketer, I've shifted my focus to be more demand and digitally-minded to drive results."

Integrate's "State of Events" survey also points to how event marketers will need to learn new skills and adapt to new ways of working.

  • 43% need to learn new skills and technology to shift their in-person event focus.
  • 31% need to hire different vendors than those they usually engage with for in-person events.
  • 58% need to rethink their events strategy in a new way to ensure it's successful and meets the organization's goals.
  • 47% need to work with different people or teams in their organization to get their job done.

The study surveyed 500 senior marketers in the U.S. (350 respondents) and U.K. (150 respondents) from August 12-21, 2020 to understand how they are thinking about the future of events. Survey respondents were 18+ years, fulltime employees in marketing departments at companies with 500+ employees and were involved in the decision-making process related to events.

For more information on the Integrate and Market Cube "State of Events" survey, please watch the on-demand webinar, which discusses the survey results, or visit our blog post, "The Insights You Need for Your 2021 Event Plan." An abridged version of the report can be downloaded here.

About Integrate

Integrate is a marketing software provider that works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their demand investments. Over the past decade, Integrate has evolved from solving the complex challenges across each demand gen channel to powering omnichannel experiences. Today, we connect everything – your data, your channels, your tech, and your processes – in order to guide intelligent buyer and account journeys and deliver scalable demand gen. Our core offering, the Integrate Demand Cloud, allows B2B marketing and revenue teams to create omnichannel journeys and make more informed decisions about where to spend marketing dollars in order to drive pipeline and revenue. For more information, please visit https://www.integrate.com.

Media Contact

Erica Perng, Integrate, +1 2012814761, [email protected]

SOURCE Integrate

Related Links

https://www.integrate.com

Modal title

What requirements has your company identified for participating in physical events?
What requirements has your company identified for participating in physical events?
What is your company doing to replace cancelled and postponed events?
What is your company doing to replace cancelled and postponed events?
How has your role as an event marketer changed in 2020 since the COVID-19 pandemic began?
How has your role as an event marketer changed in 2020 since the COVID-19 pandemic began?
What requirements has your company identified for participating in physical events? What is your company doing to replace cancelled and postponed events? How has your role as an event marketer changed in 2020 since the COVID-19 pandemic began?

Contact PRWeb

  • 11AM ET Sunday – 8PM ET Friday
  • Contact Us

About PRWeb

  • About PRWeb
  • Partners
  • Partnership Programs
  • Editorial Guidelines
  • Resources

Why PRWeb

  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing

Accounts

  • Create a Free Account
  • Log in
  • Contact Us

Do not sell or share my personal information:

  • Submit via [email protected] 
  • Call Privacy toll-free: 877-297-8921

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Legal
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 Cision US Inc.