This document contains a presentation by Allison Scalza on how digital transformation is revolutionizing the event industry. The presentation covers three key trends: 1) the explosion of video which will account for 82% of internet traffic, 2) online connectivity becoming mainstream, and 3) digital enhancements being embraced. It also discusses how integrating digital technologies into events can help capture leads, convert them, and prove impact. The presentation promotes Cvent as an event technology provider that can help marketers realize the full lead generation potential of live events.

1. KEYNOTE
Allison Scalza
SENIOR IMPLEMENTATION CONSULTANT
CVENT
Events Reimagined:
How Digital Transformation is
Revolutionizing the Event Industry
NEW YORK, NY ~ APRIL 27 - 28, 2023
DIGIMARCONEAST.COM | #DigiMarConEast

2. Events Reimagined: How Digital Transformation
is Revolutionizing the Event Industry

3. P R E S E N T E D B Y
ALLISON SCALZA
Senior Implementation Consultant
CVENT

4. In-Person Events Importance

5. THE EVENT OPPORTUNITY
Lead
Accelerators
Best
Engagement
Channel
Collect robust profile
and activity data
Generators of
Expressed
Interest
Gain insights through
product reviews and
face to face
interactions
Speed the “Awareness
to-Purchase” journey
The average B2B org. spends 20 – 40% of marketing program
budgets on live events! Sirius Decisions 2019

6. ENGAGEMENT
clicks
touches
views
visits
handshakes
scans
completions
downloads
...and more

7. ENGAGEMENT
1. Boosts brand experience
2. Increases customer loyalty and trust
3. Provides valuable customer feedback and insight
4. Improves customer experience
(Gartner 2020)

8. ENGAGEMENT
Event start Event end
Pre-Event During Post Event
clicks
touches
views
visits
handshakes
scans
completions
downloads
clicks
views
visits
downloads
completions
clicks
views
visits
shares

9. Create Leads, Advance Opportunities
MQL SAL SQL OPP
AWARENESS CONSIDERATION EVALUATION PURCHASE
Radio, Print Ads
Public/Analyst
Relations Experiential event
Webinar
Seminar Sales Calls
Product
Demos
Website
Proposal Review
Close
Industry Conference
Content
Roadshows
Client on-
site
Case studies
User Conference
Customer Event
Customer
Reviews
References
Inbound
EVENTS AND THE BUYER’S JOURNEY

10. Digital Alongside In-Person

11. Trend 1 | Explosion of video
Video content will account for
of all internet traffic in 2022.
82%
(Cisco
Reports 2022)

12. Trend 1 | Explosion of video

13. Trend 1 | Explosion of video

14. Pre-Event During Post Event
Build speaker/session
hype with teasers or
webisodes
Recommend additional
content
Deliver ‘know before you
go’ info in video
Take Action Pre-Event | Explosion of video

15. Pre-Event During Post Event
Serve on-demand videos
Deliver non-event
videos/content
Deepen insights on
interests
Take Action Post Event | Explosion of video

16. Trend 2 | Online connectivity is mainstream

17. Trend 2 | Online connectivity is mainstream

18. Pre-Event During Post Event
Take Action Pre-Event | Online connectivity is mainstream
• Schedule appointments
• Message exhibitors
• Host ‘birds of a feather’ meetup –
first timers, common interest groups
• Set up conference profile (avatar)

19. Pre-Event During Post Event
Take Action Post Event | Online connectivity is mainstream
• Continue fostering
‘Community’
• Direct messaging with
new connections
• AI Networking

20. Trend 3 | Digital ‘enhancements’ embraced

21. Pre-Event During Post Event
Take Action | Digital 'enhancements’ embraced
Event start Event end
Registration open
Event Website
Open
Event mobile app
launch
Your next
event

22. Pre-Event During Post Event
Take Action | Digital 'enhancements’ embraced
Event start Event end
Registration open
Event Website
Open
Event mobile app
launch
Event
on-demand content
Video Center
Your next
event

23. Trend 1
Explosion of video
IMPACT
Better understand audience
interests & give them more of
what they want.
Trend 2
Online connectivity is
mainstream
IMPACT
Build a better, stronger sense
of community.
Trend 3
Digital ‘enhancements’ embraced
IMPACT
Enrich the complete customer
journey and reap deeper insights.
Trends & Impact

24. Integration is key
to fully exploiting
the value that
digital brings to
events
of marketers rated the ability to
“seamlessly collect data about
attendees explicit and implied interests”
as essential or very important.
75%
of marketers have not integrated
their event technology with their
existing marketing infrastructure
55%

25. Event Planning
Visibility & Control
Time | Cost | Risk
• Budgeting
• Sourcing
• Logistics
• Content
• Attendees
• Vendors
Digital
Marketing
Program Execution
Leads |Revenue | Scale
• Audience
• Insights
• Promotion
• Interactions
• Follow-up
Program Impact
Objectives | KPIs | ROI
A NEW CONVERSATION

26. CAPTURE CONVERT PROVE IMPACT
HOW EVENT TECH HELPS
Event Tech gives Marketers the tools to realize the full lead
generation potential of their live events.
Increase
qualified
leads
Improve lead
velocity &
conversion
ROI of your
event channel

27. Integrations into the
systems were your
sellers and marketers
live
ONE solution for
all your events
Always-On
Engagement
A single platform,
standardizing programs
and data across all your
events
Engagement and
data capture for all
event types and
formats
Why Cvent?
Integrations with
MAT and CRM
Why Cvent
Audience
Generation
Branded websites
and registration that
drive response

28. THANK YOU