PRECISION DEMAND MARKETING STRATEGY Now, as in-person events return, it’s critical that you, as a marketer, learn to better navigate the new, buyer-driven world. This is no time to retreat to silos and time-worn approaches. It’s time for collaboration. By working with your demand gen, MOPs, and sales counterparts, you can create holistic, multi-channel strategies that deliver the connected, personalized experience buyers are seeking. You can enable your events team to target the right buyers with the right messages at the right time. All by focusing on Precision Demand Marketing as we reimagine what event experiences can become. The New B2B Event Landscape Now, as the world opens again and we re-evaluate our in-person events strategies, we must navigate this buyer-driven, digital shift. Further, we will need to recognize that there will be varying levels of readiness for face-to-face interactions. And as a result, the range of event formats and options available to marketers has opened significantly, from short, on-demand webinar content and small, regional gatherings, to multi-day hybrid experiences and the return of major trade shows. Marketers will need to be ready for this new event landscape and to meet their target accounts and buyers in the ways they choose. Marketers need to be ready to meet buyers on their terms with a holistic event strategy that connects the in-person and digital channels, and overlays with their entire demand strategy. Events must be planned and executed as one touchpoint of many on our buyer’s journey to purchase. Now is the time to focus on Precision Demand Marketing and reimagine B2B events.