10 Best Practices for Leveraging a Virtual Event

Conferences are an excellent way for marketers to make connections with peers, vendors, and often prospects. However, traveling to a conference often isn’t possible for myriad reasons; therefore, a conference offered as a virtual event still provides the opportunities of connection, as well as professional development — all from the comfort of one’s desk.
While more cost-effective than physical marketing events, a virtual event offers another huge advantage for the marketer who is hosting: detailed  attendee information. As opposed to physical events, where often the only lead data consists of business card content, a virtual event enables marketers to track and evaluate every move of each attendee within the environment, resulting in highly qualified sales leads.
While many marketers recognize the value of qualified leads, not all know how to leverage a virtual event for optimum results. Here are a few best practices.

Joerg Rathenberg is the CMO of Lex Machina. As CMO, Joerg is responsible for branding, lead generation, awareness programs and marketing communications.

Joerg spent the first years of his career with IBM, helping to build a new IBM in Eastern Europe as the cold war came to an end. During a two-year sabbatical at a leading international business school he completed his MBA with an emphasis on international marketing. In 1998 Joerg moved to the San Francisco Bay area, where he focused on bringing disruptive technologies to market. He has held senior management roles with SQRIBE, Brio, KXEN, Salesforce.com, Unisfair, and CloudPassage.

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