As in-person experiences continue their revival, marketers charged with engaging customers through events are developing a new skill set: the ability to pivot a virtual event into a real-world physical experience. Event Marketer culled insights from B2B executives who are tackling the “reverse pivot,” a strategy that requires developing two separate events; mastering the right timing; nurturing qualified leads; preparing a bigger budget; and much more. Read how B2B marketers from Honeywell, Illumina, Hyland and MuleSoft are working on transforming virtual events into IRL experiences, according to a piece in Event Marketer.
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