How to Maximize the ROI of Hybrid Events in 2021

2020 was a year of transition for event producers and attendees, as virtual events became the norm due to the pandemic. Now, with many Americans vaccinated and business travel becoming viable, hybrid events with a combination of virtual and in-person elements are expected to become commonplace in 2021. Event marketers must adapt their strategies to get the most out of these hybrid events.

Hybrid events have the potential to engage a large number of virtual and in-person attendees, allowing both to see the latest technologies and products and connect with experts. Marketers should define their event objectives and extend the duration of interactions with prospects and customers beyond the timeframe of the event itself. Utilizing meeting automation platforms and engaging prospects and customers with demos, tracks and sessions, and “Meet the Expert” programs can help maximize ROI.

Hybrid events can be a great opportunity to educate, boost consideration, and build sales pipelines and revenue. By creating pathways for prospects and customers to self-book, and automating the meeting setup and follow-up process, marketers can ensure their hybrid events are a success.