2020年虛擬活動體驗(yàn)報(bào)告

1、Contents11118Introduction and overview:Key results and trendsPre-event:Promotion and registrationIn-event :Creating an engaging virtual experiencePost-event:Continuing the conversation with your audience261The Virtual Event Experience | PathFactory and Heinz MarketingIntroductionWith the growing ado

2、ption of virtual events in our digital- first world, todays prospects and customers are no longer satiated with static, impersonalexperiences. And the unfortunate truth is that the demo webinars and text-heavy slide-by-slide presentations of old simply dont cut it anymore, nor do theydo much to accu

3、rately gauge interest and engagement.With the recent lack of physical face-to-face interaction, the focus on and importance of virtual events only continues to grow as a source for thought leadership and driving demand. Now more than ever, its crucial that organizations are ableto take advantage of

4、new opportunities to get aheadand stay aheadof the virtual event curve as well as their competition.For B2B marketing and sales teams to emerge as leaders in this increasingly saturated virtual event marketespecially against the traditional event planner they must ensure their ability to truly engag

5、e and delight todays audiences, while also removingfriction from their buyers journeys. Today, organizations must deliver more: more intelligence, more interaction, more insight, more highly-personalized experiences through a variety of media and applications. Otherwise, customers risk falling throu

6、gh the gaps as organizations risk falling behind.Now, and moving forward, its critical for companies to nurture buyers and educate customers before, during, and after every virtual event to accelerate the journey, build loyalty, and drive rich engagement at every stage.This new research from PathFac

7、tory and Heinz Marketing uncovers the foundations of todays virtual event experiences, deconstructing the entire virtual event lifecycle to identify trends, challenges, and opportunitiesfor organizations to learn from, develop, and implement throughout their own virtual event programs.The virtualiza

8、tion of events is only just beginninghow will you lead the pack?2The Virtual Event Experience | PathFactory and Heinz MarketingMethodologyTo better understand the B2B virtual event experience, PathFactory and Heinz Marketing conducted a survey in May 2020. The following data comes from 200 B2B profe

9、ssionals across multiple experience levels, company sizes, and industries.Functional RoleOtherVP/SVPSenior ManagerSenior Director20.5%19.5%16.5%12.5%8.5%11%9%2.5%ITOtherDemand GenerationEvent/Field MarketingDigital MarketingContent MarketingABMBusiness DevelopmentBrand/Customer Experience24%10%5.5%6

10、.5%2%8.5%5.5%13%12.5%10%2.5%Marketing OperationsSalesDirectorLevel of responsibilityCoordinator/ConsultantManagerC-Suite3The Virtual Event Experience | PathFactory and Heinz Marketing3The Virtual Event Experience | PathFactory and Heinz MarketingCompany Size51 or Less Employees1,001-5000+ Employees2

11、51-1000Employees51-250EmployeesIndustryIT/Technology/ SoftwareMarketing/ Advertising/ MediaOther +Education/ Public Sector/ Non-ProfitHealthcare/ Biotech/ PharmaFinancialServices / Insurance/Real Estate21.5%45%15%4.5%6.5%7.5%19.5%12.5%11%9%4The Virtual Event Experience | PathFactory and Heinz Market

12、ingKey findings1.2.Audiences crave participationand interaction above all else.of virtual event attendees report that having opportunities to participate and interact with the speakers and other attendees makes them more inclined to stay, listen, and engage. Only 9% of respondents report that having

13、 virtual booths as a part of an event actually keeps them engaged.67%27.2%Pre-event effectivenessis an uphill battle.of respondents claim they are effective at generating registrations and attendees for a virtual event. The biggest challenges identified included working against short timeframes, und

14、erperforming emails and ads, the inability to reach the right audience, and lacking consistent messaging to market the event.5The Virtual Event Experience | PathFactory and Heinz Marketing3.4.Driving attendance is a challenge for most.If you think youre alone in your attendance woes, youre not. Only

15、 7.5% of respondents report that they see a typical attendance rate of more than 75% for their virtual events. And even when attendees are present, lacking audience participation, missing the typical human interactions associated with in-personevents, and mid-event drop-off are challenges that even

16、the best companies are still working to overcome.Post-event tactics are just as tricky.Just as the pre-event and in-event stages have their roadblocks, post-event tactics prove just as challenging. Only 18% of respondents are effective at continuing to generate engagement post-event. While producing

17、 on-demand recordings, launching event-specific nurture flows, and creating repurposed content from the event are all being done, these tactics dont seem to drive the kind of meaningful engagement with attendees that organizations hope for.5.A lack of individual attendee data hinders virtual event e

18、xperiences.Without the right data on their audiences or their audiences journey through the event lifecycle, its no wonder respondents feel their virtual event efforts are going to waste. 38% of companies say they are most challenged by not knowing what content from an event resonated with attendees

19、 the most. And 33% feel they lack the right data to effectively measure live event engagement at all.The takeawaysTo drive meaningful engagement and provide rich, relevant user experiences, organizations must work to ensure they not only provide audiences with opportunities for interaction and parti

20、cipation, but that they also have the capabilities to capture attendee data and appropriately utilize it throughout their virtual event lifecycle.The needs for personalization and interaction are high priorities for todays audiences. And to truly reap the rewards of a virtual event program, organiza

21、tions must deliver both in spades. But not in a way that feels genericor uninspiredbut in a way that feels truly meaningful and relevant.6The Virtual Event Experience | PathFactory and Heinz MarketingBefore we dive into the different stages of a virtual event, lets first set the stage of where we ar

22、e today.Like we said, the recent lack of physical face-to-face interaction has only grown the necessity and importance of virtual events. And now, this digital avenue has been recognized as a powerful way for organizations to stay relevant and in front of their peers, prospects, and customers.Virtua

23、l events are growingNearly 9 in 10 B2B professionals have increased the number of virtual events that their organization either hosts or is a part of has increased in the last 90 days.But increasing the number of virtual events is no small undertaking. Providing virtual experiences that offer true v

24、alue to leads, prospects, and customers alike requires a thorough understanding of those buyers journeys, what engages them, and how they ultimately make decisions.Q. In the last 90 days, how has the number of virtual events that your organization hosts or been a part of changed?IncreasedStayed the

25、SameDecreasedOverview8.2%89.1%2.7%7The Virtual Event Experience | PathFactory and Heinz MarketingSales and marketing collaboration is critical82% of marketers and 59% of salespeople report they help plan or are a part of their virtual events in some way. As to what role they play? That requires furt

26、her determination.However, one thing is clear: virtual events are a full- funnel opportunity. And therefore the planning and execution of virtual events relies on the collaboration of sales and marketingnot only to share the load of the event itself, but also to ensure that the topics, lessons, and

27、content are appropriate and relevant for the audience taking part.82.3%Marketing58.8%SalesQ. Typically, what is your role in a virtual event (webinar, virtual trade show, etc.)?8The Virtual Event Experience | PathFactory and Heinz Marketing8The Virtual Event Experience | PathFactory and Heinz Market

28、ingWebinars, virtual vendor events, and fireside chats lead the packThe format of the event itself also lends a big hand in the experiences of the audience.While webinars and webinar series areunsurprisingly the virtual event of choice for 95% of respondents, other popular avenues include small-scal

29、e, single-vendor virtual events (68%) and more casual virtual chats like coffee talks or fireside chats (63%).On the larger end of the virtual event spectrum, we see user conferences and large-scale, multi-vendor tradeshows on the radars of 54% and 49% of respondents, respectively.And, rounding out

30、the virtual event space, respondents have also utilized virtual events for online training, presentations, and kick-off events like SKOs.A hypothesis on large vs. small-scale virtual eventsWhile larger virtual events open a multitude of doors to new audiences, new networks, and new opportunities, th

31、ey are also increasingly expensivein terms of people, time, and moneyto produce. On topof the production costs, large-scale virtual events also typically require new tools to support the complex requirements of the program.And unfortunately, a handful of tools that are used for these larger experien

32、ces have historically felt clunky, outdated, and offered poor experiences for all involvedplanners, sponsors, and attendees.Smaller virtual events, on the other hand, require far fewer resources to produce effectively. And these events, arguably, offer comparable if not better experiences for the at

33、tendees, feeling more personal, more authentic, and more engaging. Paired with quicker production times and readily-available technology, small-scale virtual events like webinars, chats, and panels offer powerful alternatives for companies embracing digital-only experiences, but arent able (or wanti

34、ng) to spend the time or money required for larger events.Q. What kinds of virtual events does your organization host /is your organization a part of most often?Webinars / webinar series94.6%Small-scale, single- vendor virtual events68%Virtual chats (coffee talks, fireside chats, etc.)62.2%User conf

35、erences53.7%Large-scale, multi-vendor virtual tradeshows49%Other22.4%9The Virtual Event Experience | PathFactory and Heinz MarketingObservations in attendance rates and event typesWhen it comes to the types of events utilized by companies with better attendance rates, we see the following:The most s

36、uccessful companies (those with over 75% attendance rates) most often utilize large- scale, multi-vendor virtual tradeshowsand user conferences.Moderately effective companies (those with 51-75% attendance rates) most often utilize small-scale, single-vendor virtual events and webinars.And companies

37、with less than 25% attendance rates most often utilizeand are nearly twice as likely to utilizevirtual chats than any other cohort.Is the higher attendance of large-scale virtual events an effect of sponsors helping extend the reach?It might be. After all, the more companies marketing an event to th

38、eir own specific audiences, the more people youre able to reach.The implication: Co-promotion is a powerful way to drive attendance to a virtual event, big or small. The more you can do to extend your reach to new audiences, the better chances you have to drive greater attendance to your virtual eve

39、nt.10The Virtual Event Experience | PathFactory and Heinz MarketingWhat might this data suggest? As attendance rates grow, your marketable audience (as word and influence spreads) grows too, as well as your confidence in being able toutilize and get the desired ROI from larger and larger events.On t

40、he other side, organizations that show poorer performance rely more on smaller endeavors that require less planning, less content, and less investment overall. With these types of events, organizations can hone their skills, find what works, and continue to refine that formula with fewer risks invol

41、ved.But regardless of the size of the virtual event, identifying the objectives of the event, ensuring alignment with the proposed audience, and clearly defining the ideal attendee experience are three steps to take before selecting vendors or tools to use to execute the event.The audience and their

42、 experience should always set the path.Cutting through the noiseTraditional, externally focused, in-person events still serve as a great source for MQLs. But the rise of virtual events has made it easier than ever to do this and more, providing thought leadership, community building, and access to o

43、thers all from the ease of your computer.But this ease comes at a price. And as virtual events have proliferated, so too has the noise needed to cut through. Because while organizations can utilize as many types of virtual events as they desire, all that work is for nought if no one attends or engag

44、ees with your content.How do you ensure that your virtual event can cut through the noise? What hindrances challenge your ability tofind success? As well discuss in the following sections of this report, the virtual event experience relies on more than a catchy title and flashy speaker. And to deliv

45、er a truly valuable, relevant virtual event experience for your audience, the entire lifecycle of a virtual event must be put into view: before the event occurs, while the event is on, and long after the event is over.Food for thought11The Virtual Event Experience | PathFactory and Heinz MarketingHo

46、w will your audiences know about your event? Thats the primary focus of the pre-event. Ensuring that youre equipped with the right message, the right audience, and the right channels to not only reach the right people but to also provide them a compelling enough reason to register.But this is easier

47、 said than done. Take email for example: fewer than one- quarter of email offers are interesting enough to even open, according to a 2019 UK Adobe survey, meaning that over three-quarters of your emails are left unread and ignored. On LinkedIn, 89% of companies might be increasing their use of the p

48、latform for advertising, according to a 2018 Digiday survey, but this also means increased competition, more expensive ads, and more saturated news feeds with content that all looks and sounds the same.As the influx of virtual events continues, so too will the barrage of offers asking people to regi

49、ster for this and save the date for that. And for a user, thats a lot to sift through!Generating registrations is an uphill battlefor everyoneOnly 27.2% of respondents rate their company as effective in generating registrations and attendees for a virtual event. And even organizations with over 75%

50、attendance rates seem to struggle: only 18% of these respondents believe their company does this effectively.Marketers and salespeople echo the same sentiments with 29% and only 13%, respectively, rating their pre-event tactics as effective.If you feel like your pre-event tactics arent delivering th

51、e results you hoped foryoure not alone.Effective (6-7)82.3%58.8%(4-5)Dont KnowEffective (6-7)Not Effective (1-3)27.2%2.7%56.5%13.6%29.4%Marketing13.3%SalesPre-eventQ. On a scale of 1-7, how effective is your company at generating registrations and attendees for a virtual event? (Where 7 is very effe

52、ctive and 1 is not effective at all.12The Virtual Event Experience | PathFactory and Heinz MarketingPre-event challengesWhy might respondents feel their pre-event efforts are lacking punch? The data suggests a few challenges that may impede effectiveness.Universal roadblocksThese roadblocks arent on

53、ly hindering the average company from finding pre-event successeven organizations with greater than 75% attendance rates have areas that need improving.The most prevalent challenges faced by respondents, including those with greater than 75% attendance rates, include:Short timeframes to promote the

54、event (59% on average)Underperforming emails or digital ads (44% on average)The inability to reach the right audience (38% on average)The greatest challenge for organizations with less than 25% attendance rates is the inability to reach the right audience.The implication: Build a robust, marketable

55、database, use other channels besides email, and do more co-marketing to cut through the noise and reach the audience you desire!Short timeframes to promote the eventUnderperforming emails or digital adsInability to target or get to the right audience forthe eventLack of the right data to effectively

56、 measure engagement pre-eventLack of consistent messaging for the eventEvent saturation or hard to stand outOtherNo second challenge9.1%2.7%8.2%0%9.1%8.2%36.4%10.2%27.3%30.6%27.3%38.1%36.4%43.5%54.5%58.8%TotalOver 75% attendanceQ. What kinds of virtual events does your organization host /is your org

57、anization a part of most often?13The Virtual Event Experience | PathFactory and Heinz Marketing13The Virtual Event Experience | PathFactory and Heinz MarketingA lack of consistent messaging is a key challenge for high- attendance companiesWhile most respondents are challenged by timeframes, promotio

58、n tactics, and reach, high-attendance organizations are also dealing with a lack of consistent messaging to effectively market the event itself.So while this cohort is able to draw people to attend theevent (with the added help of sponsors extending their reach), the process is all but refined. But

59、why?We know that high-attendance organizations prioritize larger- scale virtual events. And as an event grows larger and more complex, so does its scale, content, and the number of people involved. And these complexities grow, messaging becomes much harder to define and control.The solution? Establi

60、sh a clear set of messaging and branding guidelines well-before any pre-event promotion can begin.Make these guidelines clear and actionable, that way youre able to easily share them with anyone whos interested in helping promote the event.Sales and marketing woesMarketings biggest challenges:Short