Reimagining Events: The B2B Marketing Executive Perspective

B2B marketers have learned a lot this past year. They’ve learned to work remotely; they’ve pivoted as events and direct mail channels fell by the wayside; and they’ve shifted to digital-first. And now, as in-person events make a comeback, B2B marketers are once again re-evaluating their strategies.

Today, B2B marketers need to look forward – not backward – and align with how their buyers research, consume content, and make purchasing decisions. They need to be more connected across their in-person and digital channels. They need to take a buyer-driven, Precision Demand Marketing perspective and meet their buyers where they are.

How are B2B marketing executives thinking about this new world? What are their biggest challenges and learnings from the past year? Read on for perspectives from Jaime Romero, VP, Corporate Marketing at Fortinet and Janice Gaub, SVP, Marketing at British Standards Institution.

For the event marketer perspective, check out our blog post here.

Jaime Romero, VP, Corporate Marketing, Fortinet

1. Tell us about your role and how it has been impacted by the pandemic?

We have been fortunate that cybersecurity was a growth sector throughout the pandemic. For us (along with everyone else) we made a major shift to digital and lost events and direct mail as a channel. However, our biggest investment came from more brand building.

2. How are you/your team starting to think about an in-person and/or hybrid approach to events?

We are planning to first start with our local field events which are already starting in June. We will likely be 100% fully engaged with in-person by the fall coinciding with our sponsorship of the Fortinet Championship.

3. What do you NOT miss about pre-pandemic in-person events?

Drayage……

4. What has been your biggest learning over the past year?

Global digital coordination.

5. When do you plan on returning to in-person events?

Now (Q2 2021)

6. As we come out of this post-pandemic world, what are you most excited about?

Meeting with customers and peers in person.

Janice Gaub, SVP Marketing, British Standards Institution

1. Tell us about your role and how it has been impacted by the pandemic?

We pivoted to remote working very quickly and had a very productive year in 2020.

2. How are you/your team starting to think about an in-person and/or hybrid approach to events? What will be the biggest change or challenge to your return to events strategy?

People are excited to get back to face-to-face selling. However, it is unclear how to anticipate the attendance numbers.

3. What has been your biggest learning over the past year?

Face-to-face and one-on-one discussions were critical to keep team members engaged and create connections.

4. When do you plan on returning to in-person events?

Q1 2022

5. As we come out of this post-pandemic world, what are you most excited about?

People being healthy! To learn more about how Integrate is supporting B2B marketing executives with Precision Events, please visit integrate.com/precision-events/.