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PHOTO: Wes Hicks B2B marketers had to pivot hard over the last 18 months, especially when it came to event marketing. The wholesale cancellation of trade shows and events, a staple of B2B marketing budgets, left many scrambling to find other avenues to drive awareness and connect with potential buyers. As it turns out, adopting a virtual event strategy can actually produce a number of unexpected benefits — benefits that will surely outlast the pandemic. Of course, virtual events will always be more accessible than in-person events, but the marketers we spoke to had other lessons to share as well. Here’s how forward-thinking marketers learned to love virtual events and reaped benefits that will follow them for years to come.

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