Document Title

Section 1: How Marketing Events Are Changing

How Marketing Events Are Changing describes the evolution of the event marketing role. The traditional role of the event professional to generate leads for sales is changing. Event professionals will operate across the entire customer journey. They will see the bigger picture by uniting different functions. They will turn every event into an experience.

The shift toward a more strategic function occurs as event programs expand beyond isolated activities. By collaborating across teams, event initiatives can connect branding, demand generation, and product messaging. This integration enables events to contribute to broader business outcomes rather than only generating short-term leads.

The section emphasizes that event teams must adopt a holistic view. This includes aligning with content, customer success, and product marketing to craft cohesive experiences. The result is a more continuous, immersive interaction with attendees across multiple touchpoints.

Overall, the section frames the change as a move from tactic to strategic capability. The transformation is driven by the need to connect events to the entire customer journey. The aim is to maximize business impact through cross-functional collaboration and consistent experiences.

Section 2: OLD WORLD vs NEW WORLD

The OLD WORLD focuses on in-person events and brand awareness with lead generation. The NEW WORLD emphasizes both in-person and virtual events, with emphasis on full-funnel metrics and outcomes. Primary collaborators shift from Sales and Demand Generation to Brand, Product Marketing, Customer Success, and Content. Event types broaden from conferences and trade shows to webinars and community meetups.

The visual comparison highlights how event strategy has moved from isolated, venue-centric activities to integrated, cross-functional programs. In the OLD WORLD, calendars center on industry events and traditional marketing goals. In the NEW WORLD, calendars include industry, partner, and owned events with a broader mix of formats.

The NEW WORLD also promotes a data-driven approach. Event success is measured by full-funnel outcomes rather than solely brand awareness or lead generation. This shift supports optimized planning and resource allocation across channels.

Section 3: B2B Events Have Undergone Profound Change

B2B Events Have Undergone Profound Change captures measurable shifts in how marketers plan and execute events. A notable share of marketers plans to maintain or increase the use of virtual formats in the near term. The data indicate a strong move toward hybrid models and diversified event strategies over time.

Specific statistics show these trends. Sixty-three percent plan to conduct the same number or more virtual events in the next 12 months. Seventy-four percent are planning an in-person event in 2022. Fifty-eight percent agree that flagship B2B marketing events will be hybrid in two years. Fifty-seven percent are increasing spend on event technology this year.

The section also implies that investments in technology align with these changes. By adopting event technology, companies can manage and leverage data more effectively. This supports more informed decision-making and stronger connection between events and business outcomes.

Section 4: What to Focus On?

What to Focus On? presents a set of priorities for modern event programs. Bridging the gap between virtual and in-person audiences by incorporating more digital interactions into events is emphasized. An audience-centric approach to planning and execution is recommended to improve relevance and engagement.

Attendee-centric focus is highlighted as critical. Prioritizing attendees above ROI, pipeline, and leads reframes success metrics toward meaningful experiences and outcomes. The section also encourages considering how to make events more inclusive, broadening access and participation.

Utilizing tools to enhance content quality is advised. Specifically, using an AI event content tool to create and reuse content is suggested. The guidance also underlines investing in event technology that makes attendees’ data actionable, enabling smarter planning and personalization.

Section 5: LET’S TALK

LET’S TALK provides contact points for Serious engagement with Certain. The page lists an email address (info@certain.com) and a general website (www.certain.com) for inquiries. A phone number (1.888.237.8246) is listed for direct outreach. The section invites readers to reach out to discuss event technology solutions and services.

The section serves as a practical closing cue for readers who want to explore the discussed trends further. It emphasizes availability of the Certain team for conversations around enterprise event management and related offerings.