什么是活动营销？完整策略指南

活动营销是使用现场或虚拟活动来推广品牌、与客户建立关系并创造加强营销信息的难忘体验的策略。

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Freeman's research found that 80% of respondents consider in-person events the most trusted marketing channel, and GTM Partners reports that companies see 10x the ROI from attendees versus non-attendees. That makes events a key growth engine for companies.

Event marketing works on the grounds that memories evoke emotions, and emotions lead to action. The result, whether it's Salesforce turning San Francisco into an immersive "brand festival" at Dreamforce or a smaller community event, is moments that echo long after the event is over. And when 77% of marketers say events are the most effective marketing channel for their company (a Splash finding), it's clear why experiential marketing belongs at the center of a marketing plan.

Psychological Reasons to Believe Event Marketing Works

The success of event marketing isn't random; it rests on basic psychology. Events can trigger several psychological drivers at once: social proof, experiential learning and emotional engagement.

When people are active participants in an event, they don't simply sit back and absorb information; they interact with content in a way that helps them remember it. According to figures compiled by Exposure Analytics, 85% of consumers are more likely to purchase after attending a live marketing event (EventTrack). Seeing, hearing and doing at the same time supports what psychologists call elaborative encoding, a more meaningful way of processing information that builds stronger brand associations.

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"In today's digital-saturated marketplace, event marketing represents the most authentic form of brand connection. When you can create genuine face-to-face interactions, you're not just building awareness, you're building emotional bonds that drive long-term customer loyalty and exponential business growth."

Tessar Napitupulu, Founder and CEO of Arfadia

Events give brands an opportunity to provide real value in real time, and that builds trust: 77% of respondents in a Freeman study said they trusted brands more after interacting with them at a live event. Events create opt-in environments: people choose to be there, so they are open to the message and the relationship.

How event marketing shapes face-to-face brand relationships

Live experiences engage several senses at once and give people shared moments with others, which helps attendees build positive associations with the brand.

Events also offer a kind of social proof at scale: a demonstration of importance that becomes meaningful when it happens in the presence of hundreds or thousands of other people. That helps explain the word of mouth events create: 74% of attendees report an improved opinion of the company or brand after attending an event (Zippia, via Exposure Analytics).

The Event Marketing shift in the Digital Era

Event marketing has been reinvented since 2020. Virtual pivots made during the pandemic have evolved into hybrid experiences and systems that bring together the physical and digital. The technology-centered event marketing landscape of today is far removed from what existed before 2020.

Virtual and hybrid formats have not simply replaced in-person events; they have added new ways to reach audiences alongside them.

Today's event marketing is an omnichannel model in which online meets offline. Retail Dive's coverage of Walmart's 2024 holiday campaign describes the retailer putting "the brand in culture and the culture in the brand," with pop culture integrations, shoppable video formats (used in its 2023 "Add to Heart" series) and in-store integrations.

Which Technologies Are Transforming the Traditional Events Marketing?

Artificial intelligence is becoming a core technology for event marketing, supporting content, logistics and planning. AR and VR are opening new categories of event experiences too; Mirrar puts AR and VR revenue at US$38.6 billion for 2024.

Event technology platforms are now highly intelligent command centers. Platforms like ON24, Bizzabo, and Cvent now feature capabilities that feel like science-fiction, but that were really just dreams a decade or so ago: Real-time sentiment analysis, AI-driven attendee matchmaking, predictive analytics to optimize sessions, and automated content personalization based on an attendee's activity.

The data revolution is also arguably the most transformative factor. Gone are the days when event success was calculated by head counts and happy hour conversation, today's platforms provide visibility into every interaction, at the most granular level possible. This data density is what has taken something as ephemeral as event marketing and made it a precision-growth instrument, as opposed to a faith-based initiative.

Event Marketing Strategy That Works: Plans, Tips & Techniques

All events are not created equal, and knowing which style is right for you can be the difference between memorable success and a costly fiasco. Let's face it, experience type is a match for audience and budget and business impact.

IN-PERSON EVENTS: The gold standard of relationship building In-person events remain the rock star: in a Freeman survey, 82% of attendees preferred in-person events, with 17% saying it depends on the topic. They include trade shows, conferences, product announcements, educational workshops and experiential pop-up installations. Live events can create "peak moments," where something memorable happens and sticks, leaving people feeling positive about the brand.

VIRTUAL EVENTS have gone from pandemic necessity to strategic option, though returns can take time: according to Markletic, 74% of B2B event organizers only see a positive return on investment at least 6 months after a virtual event. Webinars, virtual events, online product demonstrations and digital workshops offer scale and global access.

Hybrid events combine physical and digital experiences: the energy of in-person with the reach of virtual. The format calls for careful orchestration. The most successful hybrid events offer parallel experiences, each designed to be valuable whether attendees are inside the convention center or joining from their home office.

What Type of Event is Most Effective for B2B Marketers?

Return on investment doesn't lend itself to a one-size-fits-all answer, but lead quality is where in-person events stand out. According to AirCargo Conference's ROI benchmarks, citing Tradeshow Labs, it takes about 3.5 sales calls to close a trade show lead, and up to 10% of trade show leads convert with the right follow-up.

Hybrid events appeal to B2B marketers because they bring together virtual's scale and in-person's quality of attention. The trick is to create experiences that use the strengths of each format, rather than trying to recreate in-person experiences in digital form.

In GDS Group's survey of 346 B2B and B2C sales and marketing leaders, in-person events were expected to receive the greatest sales and marketing budget investment, with 40% opting for this type of event. The secret sauce? Use digital components for early awareness and education, and live experiences for high-priority prospects and existing customers.

A Guide To Event Marketing: How Some of The Top Brands Do It

The anatomy of effective event marketing campaigns There are patterns to successful event marketing campaigns that distinguish memorable times from forgettable ones. The best campaigns have key things in common: clear goals, audience-oriented vehicles, creative approaches and rigorous measurement. Let's take a look at how leaders in the industry made these rules their own.

Salesforce Dreamforce: The Anatomy of a B2B Event Success Story

Salesforce's Dreamforce is one of the best-known B2B events. GPJ's case study cites 170,000 registered attendees and more than 10 million online viewers, and describes a Moscone Center National Park themed campus spanning the Moscone Convention Center and San Francisco hotels. The case study quotes the company's belief that "the business of business is improving the state of the world."

In Dreamforce's case, it is not just the scale but the carefully organized, personalized experiences. Salesforce designs journeys for each type of attendee: developers can follow Trailhead learning paths to earn badges, while executives attend strategic sessions with industry peers.

Salesforce's event marketing guide describes Dreamforce as its flagship event, "called 'the family reunion.'" Because Dreamforce feels more like a "Brand Festival" than a business conference, attendees anticipate it and promote it themselves, generating organic buzz that marketing funds alone could not buy.

Numbers Don't Lie: ROI Statistics on Event Marketing

The figures below are a starting point, but it's easy to read them at surface level. Look deeper to understand the true ROI of event marketing for your own business.

The headline numbers matter to every CFO. According to Tradeshow Labs data cited by AirCargo Conference, 14% of Fortune 500 companies reported a 5:1 return on investment from trade show exhibitions, and converting a trade show lead is 38% less expensive than relying on sales calls alone.

The return on event marketing goes beyond direct sales. In a Splash survey compiled by Exposure Analytics, 93% of U.S. companies using event-led growth meet pipeline and revenue goals, compared to 76% of those that don't.

How Much Should Companies Spend on Event Marketing?

How and where to allocate the budget remains one of the linchpins of event marketing strategy. On average, 14% of a marketing budget goes toward event marketing, according to AMEX GBT data cited by Exposure Analytics. The right share varies by company and industry, and such figures change from year to year.

Budget expectations are mixed but steady. In a Zuddl survey cited by HubSpot, over 50% of marketers expect budget increases. According to Bizzabo's 2026 benchmark data, 40% of organizers expect their 2026 budgets to grow, 40% expect no change and 20% expect a decrease. Plan for results that justify the investment.

Cost control is where technology helps. Virtual elements can extend reach without the venue and travel costs of in-person attendance, which is why many marketers mix formats to grow reach while keeping costs under control.

Constructing Your Event Marketing Strategy: Where to Begin

Developing a Winning Theory for Event Marketing The key to successful event marketing isn't following a formula, it's about learning your audience, your goals, and your available resources, and shaping events that offer measurable value. The best event marketers begin by getting clear on three core questions: Who are we trying to reach? What do we want them to do? How will we measure success?

Strategic planning should start well before your event, and large-scale projects need the longest runway. Structure your plan: define SMART goals that match your business, dedicate 15-20% of your budget to marketing a new event (10-15% for a recurring one, per HubSpot), start with audience persona segmentation, choose the best format for your audience and craft messaging that conveys your unique value.

The most critical element? Alignment with broader business goals. According to Bizzabo's 2026 benchmark report, events are increasingly measured on pipeline influence, deal velocity and retention. Your plan should connect event activities to these results through defined KPIs and attribution models.

The Critical Elements Of An Effective Event Marketing Plan

A well-oiled event marketing plan is a fine Swiss watch of cogs and wheels perfectly melding together to function properly. The beginning is your event value proposition: what's the exact tangible benefit that's so specific to your audience that they have no choice but to attend your event? This isn't the job of listing features; it's the articulation of a change. What new skills will they go away with? Industry connections? Exclusive insights?

Your marketing approach should be omnichannel. Email remains the heavyweight for event registrations, but email alone won't cut it; social media, partners and speakers extend reach. The secret is content that delivers value at each stage of the attendee journey, not just a registration campaign.

Give special care to your technology infrastructure. According to Markletic, 78% of businesses that use an event application say it contributes to a positive event ROI, so choosing the right platform matters. Your tech stack should support easy registration, track attendee engagement, connect to your CRM for lead handling, give you real-time data to optimize and automate follow-ups. The objective is a data ecosystem that turns every touchpoint into actionable intelligence.

Promoting Before the Event: Get the Buzz Going & People in the Door

The time before your event shapes its success more than any other period. Pre-event marketing is not just about filling seats; it's about attracting the right audience, framing the right perception and building momentum that carries attendees through the experience. Expect this phase to take a large share of your event marketing effort and spend.

Email is one of the most important pre-event channels, and the quality of segmentation separates good campaigns from weak ones. Build targeted campaigns for your different attendee personas instead of one-size-fits-all invites. C-suite executives might receive briefings on strategic sessions, for example, while practitioners receive detailed agenda information about hands-on sessions.

Pre-event content marketing has two objectives: to get people to register and to deliver value even to those who don't attend. Post interviews with speakers, industry analysis and prep materials that help prospective attendees see that being there is worth their time. Those same speaker interviews can go a step further with Magic Hour AI text to video, turning a transcript into a short preview clip without ever booking a camera crew. This approach makes your event part of a value ecosystem rather than simply a transaction.

How Do You Build Buzz on Social Media Before an Event?

5 Steps to Generating Buzz On Social Media 1) Start early Social media momentum doesn't happen without work; the buzz needs to be orchestrated well ahead of time. Start with a catchy, original event hashtag that's memorable, searchable and not already in use. Then build a content calendar with a growing narrative: reveal speakers gradually to preserve mystery, share behind-the-scenes preparation, spotlight attendee stories and testimonials, and create a series of countdown posts that grow increasingly urgent.

User-generated content becomes your secret weapon when it comes to real buzz. Prompt early registrants to share why they've signed up, which sessions they are most looking forward to and questions for speakers. This peer-to-peer advocacy is weightier than any corporate messaging. FOMO creates itself when potential attendees notice their network talking about your event.

During the last two weeks leading up to your event, think intensity. That's when you unleash your speakers, sponsors and partners as amplification channels. Give them resources, including shareable content, branded images, suggested messaging. Host Twitter Spaces or LinkedIn Live sessions around theme topics of the event. The objective is to achieve saturation in your target audience's social feeds, they should feel as if everyone in their professional network is talking about your event.

EVENT DAY: Actuating Event Day Execution Engagement on the Big Day

Game day. Here months of planning become memories that the audience will take home, or forget. What separates the two is often execution details that seem minor but shape perception. In a Freeman survey compiled by Exposure Analytics, 56% of attendees preferred hands-on interaction or participatory activities, yet many events still treat education as a one-way street.

Securing real-time engagement isn't only done through the delivery of content; it requires carefully orchestrated energy management throughout the duration of your event. Open strong with an opener that gets right to the value, instead of a welcome and some logistical remarks. Follow the "10-minute rule": Make sure something unforgettable happens every 10 minutes to keep eyes glued. This could be an icebreaker poll, an unexpected data point, a performance, a piece of structured networking.

Used well, technology helps rather than hinders connection at events. AI-driven networking apps can recommend connections based on attendee profiles and goals. Gamification, where attendees earn points for booth visits or sessions and redeem them for prizes, can add engagement. But technology should support the experience, not become the experience.

Which are the Tools that Can Be Used to Capture and Qualify Leads at Events?

Lead capture has come a long way from business card fishbowls. Modern tools seamlessly integrate into the event and capture rich data on attendees' interests and intent. The QR codes are, now days, the end-all, be-all one-tap contact trading, very easy to use harness with QR code buttons. But where the real innovation comes in is after the scan.

Today's lead capture systems connect behavioral context with contact details. When a visitor scans in at your booth, the system can track the demos they viewed, the questions they asked, the PDFs they downloaded and the sessions they attended. This behavioral enrichment turns a simple scan into a multi-dimensional lead profile. CRM tools help here: Salesforce Ben's guide explains how to use Salesforce Campaigns to track event attendance, budget and cost.

The trick to a successful lead capture is the minimization of friction while the maximization of data quality. Leverage progressive profiling: Get the basics first and other information on subsequent opportunities. Propose value transactions: Unique content, sweepstakes or appointment sign-ups in exchange for data. But perhaps most important is making sure your team is trained not just in the technology, but to qualify conversations. The best tech in the world can't outweigh bad human engagement.

Post-Event Follow-Up: Turning Attendees into Customers

Here is the sobering part: many event leads never get proper follow-up. The difference between events that yield ROI and those that don't often comes down to what happens in the days after attendees leave, so fast, relevant follow-up matters.

Good follow up begins with engagement level and intent signals-based segmentation. Not everyone sitting in the pews will merit the same lead. Your hottest leads, the ones who attended several sessions, interacted heavily with content, and expressed concrete needs, need to be followed up with right away and in a bespoke manner by sales. Warm water leads could flow into a targeted nurture campaign. Cold prospects get some share-level value and can be retargeted for other offers and events.

Automation makes sophisticated follow-up scalable. Create workflows that are activated by certain behaviors: Attended a product demo? Get a customized demo follow-up with more content. Participated in a workshop? Obtain the presentation slides and lear more about related training sessions. Downloaded whitepapers? Put them into a nurture track where you're sharing more and more into what your content is leading to. But the critical point? Automation should support it, not replace it. Leverage merge tags, behavioral triggers, and dynamic content to make each message appear to be crafted specifically for this contact.

Duration of Lead Nurturing for Events

The nurture timeframe depends on your sales cycle and how ready the lead is. Complex B2B sales cycles call for longer nurturing, with more frequent touches early on and a slower cadence later. Consumer brands can often shorten the cycle. The trick is to stay relevant without being a hammer.

Effective nurture campaigns lead with "value-first." Instead of forcing product messaging upon them, share expertise that will make them succeed no matter what they decide to buy. This could entail industry research, helpful templates, peer case studies or invitations to special post-event sessions. Provide real value, and you earn the right to sell.

Advanced event marketers use lead scoring to adjust nurture automatically and re-engage prospects on the fence. When leads interact with content, attend webinars or visit pricing pages, their score rises and triggers sales outreach. Disengaged leads may get fewer but higher-value touches to spark interest again.

How To Measure Success: KPIs All Event Marketers Should Be Monitoring

You can't optimize what you can't measure, and in event marketing, the complexity of measurement can sometimes stump even the most experienced professionals. The secret is to focus in on the metrics that correlate with business results instead of vanity numbers. Yes, attendance figures count, but not nearly as much as the quality of attendees and what they do after the event.

Begin with the basics: registration-to-attendance rate, lead capture rate, session attendance and engagement scores, overall Net Promoter Score (NPS) for the event experience, and cost per lead and customer acquisition cost from events. These operational numbers help keep your event running smoothly and give you performance benchmarks.

This is where leaders and laggards part ways: attribution and influence metrics. What percentage of event leads became opportunities? How much faster do event-sourced deals close than non-event-sourced deals? How much is a customer acquired through events worth compared with other channels? Answering these takes strong tracking infrastructure and patience, because B2B sales cycles mean the real return can take a long time to show.

What Are the Most Important Event Metrics for Demonstrating ROI?

Pipeline influence is the north star metric for B2B event marketers. It counts not just direct leads, but all deals that had any interaction with an event. In a 2018 Harvard Business Review Analytic Services survey sponsored by Splash, 93% of respondents said their organizations place a priority on hosting events; only marketers who can quantify pipeline impact can defend that investment with data.

Immediate ROI To calculate immediate ROI, use this formula: (Revenue Generated - Event Costs) / Event Costs x 100. The figure understates the full value, because it leaves out brand building, relationship nurturing and long-term customer value. Advanced marketers go further with multi-touch attribution models that credit events across the buyer journey.

Leading indicators need as much focus as lagging revenue numbers. Track email engagement from event leads, content consumption after the event, the number of sales meetings booked and progression through sales stages. These predictive measures let you adjust course before the revenue arrives.

6 Event Marketing Mistakes You Need to Avoid

Experience is the best teacher, but it's a lot cheaper to learn from other people's mistakes. Consistent patterns separate success from failure, and the good news is that most snares can be avoided with enough forethought.

The biggest mistake is not marketing to enough people soon enough. The fix is simple: lock dates early and start pre-promotion with a "save the date" campaign that builds excitement before the full agenda is ready.

Poor audience targeting is another expensive mistake. Casting too wide a net may increase attendance figures but hurts ROI. Focusing on specific job titles and company profiles brings fewer, better-qualified attendees.

Technology can fail spectacularly. From registration systems crashing to livestreams failing, technical glitches can derail months of planning in minutes. The prescription: rehearse everything, back up critical systems such as internet connections, test the full tech stack under load and assign a dedicated team to handle real-time technical fixes.

What Destroys Event ROI Quicker than Anything Else?

Nothing erases ROI as quickly as poor follow-up. This usually isn't a technology problem; it's a process and accountability problem. Companies with high event ROI formalize follow-up with assigned ownership and automated workflows so no lead gets lost.

Another ROI killer is measuring the wrong things. Emphasizing attendance over attendee quality, engagement over conversion or activity over results creates false success stories.

Third Driver of Low ROI: Poor Sales and Marketing Alignment detriment to your return on investment. And when sales teams don't know the event objective or get leads without context, conversion rates plummet. To be best in class, sales need to be able to participate in event planning, receive comprehensive lead intelligence and a service level agreement around propriety of touch.

The Future of Event Marketing: Trends to Look Out For

Predicting the future is risky, but the direction of event marketing is clear. The merger of physical and digital experiences will continue, with digital elements built in as integrated experience layers rather than afterthoughts.

AI is shifting from buzzword to standard practice. Attendee matchmaking, content personalization and AI-powered predictive analytics are already in use. Next come real-time translation that makes events truly global, sentiment analysis that adjusts content during the event and automatic editing of event content. According to Cvent's 2026 event trends, 66% of event professionals say AI lets them spend more time on high-value work.

Sustainability concerns are changing event design and attendee expectations. Swag and single-use displays are falling out of favor, and forward-looking brands are offsetting carbon, presenting collateral digitally and choosing venues with environmental credentials. Sustainability can also influence whether attendees decide to come.

How AI And Automation Will Transform Event Marketing?

AI's influence on event marketing goes well beyond chatbots and recommendation engines. We are stepping into an AI future where the system orchestrates and manages the complete attendee journey, from casual awareness to long-term nurturing. Picture registration systems that recalibrate pricing based on demand trends, content that reshapes in response to audience engagement in the moment, or networking algorithms that forecast which connections will produce the most value.

Automation will take away monotonous work that is now in hands of marketing teams. Email chains, lead scoring, analytics & reporting, and yes, even basic content development will happen all automatically. It doesn't replace human creativity, it magnifies it. A garden unburdened of menial tasks frees marketers to concentrate on strategic, relationship-based and experiential design work that no algorithm can match.

Measurement and optimization will change the most dramatically. AI-based analysis will uncover patterns that were previously impossible for humans to discern: Do sessions conducted in different booth locations tend to have higher quality conversations than others? Which session formats resulted in the best post-event engagement? Do environmental factors such as the temperature of the room have an influence on how well content is retained? This granular intelligence allows for iterative optimization at a rate once impossible.

Common Event Marketing FAQs

How Much Does Event Marketing Cost?

Event marketing costs depend heavily on format, size and goals. According to Markletic's pricing breakdown, hosting small virtual conferences with 10 to 100 attendees costs $50 to $350 per month. In-person events add venue, catering and logistics costs. But the value equation is only partly about cost; results relative to spend are what count.

How much lead time is needed to plan a marketing event?

Timelines vary with the complexity and scale of the event: major conferences need the longest preparation, regional events less, and webinars the least. The critical factor isn't total planning time but when marketing begins. Lock dates early, start pre-promotion with save-the-dates, then launch the full campaign and intensify promotion as the event approaches.

Do we do virtual? Do we do live? Or a combination of the two?

Ultimately, the format should follow your objectives, audience needs and resources. In a Freeman survey, 82% of attendees preferred in-person events, which suits networking and relationship building. Virtual events offer scale and global reach, and hybrid events try to combine both. Think virtual for thought leadership and broad awareness, in person for high-value relationship building and hybrid when you want both reach and engagement.

What would define success for an event marketing campaign?

Comprehensive event measurement isn't just about head count; it measures business impact. Core KPIs include registration-to-attendance rate, lead capture rate, pipeline influence, sales qualified leads generated, customer acquisition cost compared with other channels and Net Promoter Score for experience quality. For more metrics, see Lyyti's guide to event marketing KPIs. B2B leads from events can take months to close, so track impact over the long term.

What are the worst mistakes regarding event marketing?

The most expensive event marketing mistakes are often the easiest to avoid. Promoting too little, too late is a common one; failing to follow up on leads wastes the investment. Poor audience targeting brings volume instead of value. Other breakdowns include inadequate tech testing, tracking the wrong metrics (turnout over attendee quality), weak sales and marketing alignment, and treating events as standalone tactics instead of integrated efforts.

What does this mean for event marketing during Covid and beyond?

The pandemic changed event marketing for good. Virtual and hybrid formats moved from emergency solutions to options planners choose deliberately, and technology adoption accelerated. Attendee expectations changed too: people no longer accept one-size-fits-all participation, content of questionable quality or a value proposition that doesn't justify their time. Budgets shifted as well, with virtual elements reducing some costs while expanding reach.

What skills are required of event marketers today?

The ideal mix of both classic and digital skills is required in today's event marketing. Mastery of certain technical skills is now mandatory: Platform management; data analysis; marketing-automation deployment and,confident use of basic A.I. tools. Strategic skills still essential: audience insight generation, curation, stakeholder management, and ROI modeling. But soft skills often win the day adaptability for managing hybrid complexities, storytelling for crafting compelling narratives, project management for juggling multiple workstreams, and analytical thinking for interpreting attendee data. The best event marketers bring together marketer creativity, technologist accuracy and producer logistics.

Related Terms

Experience Marketing - Creating immersive brand experiences that engage consumers through participatory activities and emotional connections
Lead Generation - Process of identifying and attracting potential customers through various marketing tactics and channels
Marketing Automation - Technology automating repetitive marketing tasks that agencies use to scale client campaigns efficiently
Return on Investment (ROI) - Key performance metric agencies use to measure and demonstrate campaign profitability for clients

Conclusion: The Next Steps in Becoming an Event Marketing Master

Event marketing is no longer a nice-to-have; it's a business imperative. The data points the same way: in a Splash survey reported by its CMO in Demand Gen Report, U.S. marketers using event-led growth were 75% more likely than non-adopters to see growth over 50% in 2023, and Bizzabo data cited by HubSpot shows 80.4% of businesses hold in-person events as their most impactful marketing channel. In an increasingly digital world, events offer the tactile experiences that build lasting business relationships.

Succeeding in event marketing today is a balance of art and science. The magic is in making experiences that will resonates emotionally with those in attendance." The discipline requires meticulous preparation, cutting-edge technology deployment and 24/7 monitoring. Organizations who are able to master both don't just throw events, they build movements that turn attendings into advocates and prospects into clients.

Your path to event marketing mastery begins with a single choice: choose excellence over mediocrity. Whether you're designing your first webinar or scheduling a global conference, follow the principles in this guide sequentially. Begin with clear goals, obsess about attendee value, use technology as an enabler and measure whatever matters. Just remember, every Legendary event started with someone deciding that "good enough" was not good enough.

The future will belong to brands that grasp a simple fact: In a more digital world, human relationships are more valuable, not less. Connecting hundreds, or thousands, or hundred-of-thousands of attendees to one another isn't feasible without event marketing? The answer isn't if you should invest in event marketing; it's how fast you can begin developing the skills to become great at it. Your audience craves experiences that mean something. It's time to deliver them.