The Innovations in B2B Marketing Virtual Roundtable

Innovations in Event Marketing: Navigating the Recession and Beyond

As the world exited the pandemic, it soon entered a recession. In the realm of marketing, this meant the resurgence of in-person events but a severe hit to their budgets. Furthermore, this transition into a post-pandemic business landscape has introduced an ongoing shift in the preferences and expectations of B2B clients when it comes to events. Their desired outcomes have changed, with networking and socialisation taking precedence over purchases.

Now is the time for marketers to iterate, experiment, and go all-in on marketing events to stay ahead of the curve, drive engagement, and fine-tune their event strategies. However, with resources severely limited, both on the organisers’ and invitees’ sides, marketers have had to find innovative ways to deliver experiences that are both engaging and effective in generating desired outcomes. What key strategies are are marketers today exploring to keep costs low and engagement high?

• What challenges do marketers face in organising events during the recession? What concessions have had to be made?
• How have marketers pivoted? How is event quality being maintained or improved while reducing costs?
• What does the future of event marketing look like? What trends are shaping the landscape?