Marketers Must Embrace AI To Maximize B2B Event Success
Forrester, Friday, February 2nd, 2024
Marketers Face Long-Standing Event Planning And Execution Challenges
In the ever-evolving landscape of B2B marketing, events continue to dominate marketing program spend. But many event marketers struggle to fully capitalize on the value of their investments due to long-standing challenges. The good news is that the future holds immense potential for leveraging artificial intelligence to overcome these obstacles and unlock new opportunities.
One of the key challenges faced by marketing teams is the underutilization of event content. Despite creating high-quality content for events, valuable resources often go to waste once the event concludes. A significant 63% of marketers admit that they fail to maximize the value of event content, with large enterprises facing an even higher figure of 72%.