Event Success - Maximizing Business Impact of In Person, Virtual, Hybrid Experiences

Make events the most powerful marketing tool you have
 
In Event Success: Maximizing the Business Impact of Physical, Virtual, and Hybrid Experiences, Alon Alroy, Eran Ben-Shushan, and Boaz Katz of Bizzabo draw on the knowledge they've gained powering events for companies like Amazon, Salesforce, and Uber to deliver an end-to-end playbook for readers wanting to maximize their organization's return on events.
 
Event Success will help you unlock the full potential of your events and make them your most important marketing channel. You'll learn how to create elevated experiences in any format that drive strategic business goals, including:
* How to measure event success with surveys, data, analytics, and key KPIs
* How to integrate events into a strategic, end-to-end marketing plan
* How to collect, analyze, and funnel event data to other teams to drive business growth
* What events are successful, what the data says about them, and real-life examples from SAP, the Financial Times, IBM, and other leading brands that capture the imagination of their audiences through events
 
Event Success is ideal for marketers, event professionals, and anyone responsible for creating buzz, driving new sales, and building thought leadership with in-person, hybrid, or virtual events. It's also an invaluable resource for maximizing your organization's "RoE"--or Return on Event--with measurable increases in sales.

List of contents

Part I Why Events? 1
 
Chapter 1 How We Got Here 3
 
Chapter 2 Event Success in the Post-COVID-19 Era 15
 
Chapter 3 After the Storm 25
 
Part II Data 35
 
Chapter 4 The Age of Disruption 37
 
Chapter 5 The Event Data Maturity Curve 45
 
Chapter 6 Reaching the Right Audience at the Right Time 51
 
Chapter 7 SAPPHIRE NOW: A Case Study in Event Data Utilization 61
 
Chapter 8 With New Data Power Comes New Responsibility 71
 
Part III Audience Engagement 77
 
Chapter 9 Engagement in a Hybrid Era 79
 
Chapter 10 Choosing the Right Format for the Right Outcome 91
 
Chapter 11 Content 103
 
Chapter 12 Community 115
 
Chapter 13 Experience Design 125
 
Part IV People and Process 135
 
Chapter 14 The Rise of the Event Experience Manager 137
 
Chapter 15 New Skills for a New Title 147
 
Chapter 16 Soft Skills 157
 
Chapter 17 The New Path for Event Professionals 169
 
Chapter 18 The Event Team of the Future 177
 
Part V Technology 187
 
Chapter 19 The Changing Event Technology Landscape 189
 
Chapter 20 Choosing the Right Technology Partner 197
 
Chapter 21 What an Event Platform Can (and Can't) Do for You 221
 
Chapter 22 Taking on the Future of Experiences 227
 
References 237
 
Acknowledgments 241
 
About Bizzabo 245
 
About the Authors 247
 
Index 251

About the author

ALON ALROY is the co-founder, CMO, and CCO of Bizzabo. For the past 10 years, Alon and his co-founders have pioneered today's modern event software. Alon has partnered with thousands of event executives and CMOs to deliver world-class event programs. He has been recognized as one of Business Insider's "2021's Most Important Marketing-Tech Executives" as well as Eventex's "Top 100 Most Influential People in the Event Industry" and Collaborate Magazine's "40 under 40 Young Leaders."
ERAN BEN-SHUSHAN is the co-founder and CEO of Bizzabo. Under Eran's leadership, Bizzabo has attracted thousands of clients globally and is considered one of Israel's most successful startups. Eran has been recognized as one of The Software Report's "Top 50 SaaS CEOs" for three consecutive years. In 2021, Eran was named one of Goldman Sachs' "100 Most Intriguing Entrepreneurs," one of Business Travel News' "25 Most Influential" executives, and one of BizBash's "Most Influential Event Professionals." BOAZ KATZ is the co-founder and chief data officer at Bizzabo. As the company's technology visionary, Boaz recognized the data gap and the data opportunity in the events industry. Under his leadership, Bizzabo continues to innovate with cutting edge technology that captures unique data around every aspect of an event to deliver meaningful business outcomes for its customers around the world.

Summary

Make events the most powerful marketing tool you have

In Event Success: Maximizing the Business Impact of Physical, Virtual, and Hybrid Experiences, Alon Alroy, Eran Ben-Shushan, and Boaz Katz of Bizzabo draw on the knowledge they've gained powering events for companies like Amazon, Salesforce, and Uber to deliver an end-to-end playbook for readers wanting to maximize their organization's return on events.

Event Success will help you unlock the full potential of your events and make them your most important marketing channel. You'll learn how to create elevated experiences in any format that drive strategic business goals, including:
* How to measure event success with surveys, data, analytics, and key KPIs
* How to integrate events into a strategic, end-to-end marketing plan
* How to collect, analyze, and funnel event data to other teams to drive business growth
* What events are successful, what the data says about them, and real-life examples from SAP, the Financial Times, IBM, and other leading brands that capture the imagination of their audiences through events

Event Success is ideal for marketers, event professionals, and anyone responsible for creating buzz, driving new sales, and building thought leadership with in-person, hybrid, or virtual events. It's also an invaluable resource for maximizing your organization's "RoE"--or Return on Event--with measurable increases in sales.

Product details

• Authors: a Alroy, Alon Alroy, Alon Ben-Shushan Alroy, Alon Ben-Sushan Alroy, Eran Ben-Shushan, Eran Alroy Ben-Shushan, Eran Ben-Sushan, Boaz Katz
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 31.03.2022
• EAN: 9781119817154
• ISBN: 978-1-119-81715-4
• No. of pages: 272
• Subjects: Social sciences, law, business > Business > Management; Marketing, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb