Conrad Mills
Principal Analyst
Author Insights
Blog
Participate In Forrester’s Q1 2024 State Of B2B Events Survey: Unlock Valuable Insights For Your Organization
Forrester’s B2B event trends survey is back, and we’re inviting you to participate! Everyone completing the survey will gain access to the latest market trends and crucial information on building an audience-centric, integrated event strategy within their organization. Overview In the wake of the COVID pandemic, the B2B events landscape has undergone significant transformations. While […]
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Marketers Must Embrace AI To Maximize B2B Event Success
Current adoption of AI for B2B events is low, but there is enormous untapped potential.
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Seven New Year’s Resolutions To Maximize The Value Of Your Event Data
Effectively operationalizing B2B events data is crucial to leveraging an underutilized yet invaluable source of first-party audience data.
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Event Data Could Be The Best Gift To Your Organization This Holiday Season
Access to audience data is becoming more restrictive and B2B events represent an underutilized yet invaluable source of first party data.
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Adapt Your In-Person B2B Event Strategy Or Lose Audiences
In-person events are an essential part of an integrated event mix, but attendance levels are down when compared to pre-pandemic levels, and macroenvironmental changes over the past three years have changed in-person events forever. 2022 saw a precipitous increase in event costs, with the average cost per attendee around 25% higher compared to 2019. At […]
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Three Objections To Moving From MQLs To Opportunities (And How To Solve Them!)
Check out three common objections to the adoption of the opportunity-based Forrester B2B Revenue Waterfall™ and how to overcome them.
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The Forrester Wave™: B2B Event Management Technology, Q1 2023 — A New Digital Era For B2B Events
The Forrester Wave™: B2B Event Management Technology, Q1 2023, reveals a massive change in the event tech market over the past three years. Events have transitioned from an in-person-centric event world pre-pandemic to one that now incorporates a wider range of digitally driven event experiences. Selecting the right technology provider is crucial, but with the […]
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Three Questions To Ask When Navigating The New B2B Event Management Technology Landscape
B2B events have undergone the most profound change imaginable over the past three years. Marketers now need to manage a much more complex event landscape, planning and executing a range of events across in-person, virtual, and hybrid formats. Selecting the right B2B event management technology provider is a critical part of this process but one […]
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Three Reasons Why Demand Marketers Should Attend Forrester’s B2B Summit EMEA
Learn what's in store for demand and ABM professionals at this year's event.
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Planning A B2B Hybrid Event This Year? Seven Critical Considerations
Hybrid events seem to offer the best of both worlds. Yet pulling one off successfully requires careful planning.
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B2B Marketing Event Trends: Virtual Is Here To Stay; Hybrid Is On The Way
The past 18 months have seen B2B events undergo the most profound period of change this century. At the start of the pandemic, marketers were forced to adopt virtual events. As protective vaccines became available, we’re now starting to see initial signs of in-person event activity returning. But what does the future hold? To help […]
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Sales enablement should be a key part of your virtual event strategy
On the surface rugby league and rugby union appear very similar sports and casual observers would expect players to be able to move seamlessly from one ‘code’ to the other. However, there are many important differences. For example, the rules in rugby union are more complex game meaning that players must ‘think’ more during a […]
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Demand Planning: Five Steps To Determine The Right Marketing-Approach Mix
The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.
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Four Building Blocks To Help Campaign Leaders Balance Economies Of Scale And Localization Requirements
How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?
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Twelve (Christmas) Tips To Make Your Virtual Events Go Off With A Bang In 2021!
The holidays are virtual for many of us this year, and people are starting to think about how to make these interactions meaningful.
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Adapt, Innovate, And Integrate — How To Thrive In A Disrupted B2B Event Sector
Marketing leaders should embrace the new reality and look for ways to adapt their current approach to in-person events, while exploring ways to innovate their virtual event experience.
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Four Questions Marketers Should Be Asking as They Plan for 2021 (Part Two)
- As they plan for 2021, marketing leaders need to recognize and capitalize on what’s changed in the post-pandemic world
- Leaders have an opportunity to transform their functions and help rebuild revenue streams
- Planning should start with answering four fundamental questions: what’s changed for your markets, programs, organization, and team
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Four Questions Marketers Should Be Asking as They Plan for 2021 (Part One)
- As they plan for 2021, marketing leaders need to recognize and capitalize on what’s changed in the post-pandemic world
- Leaders have an opportunity to transform their functions and help rebuild revenue streams
- Planning should start with answering four fundamental questions: what’s changed for your markets, programs, organization, and team
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Four Steps for Pivoting Programs During a Crisis
- Many B2B organizations are struggling to know what to do with their program strategy due to the COVID-19 crisis
- Before going forward, take a moment to pause and put yourself in your clients’ shoes
- When delivered well, a crisis program can positively impact customer relationships and deliver long-term benefits for the organization