Hybrid Events Generate Demand And Deepen Relationships: A Spotlight On Pharmaceutical Companies

For B2B marketing and event teams, 2020 delivered a crash course in hosting virtual events. As social distancing rules relax, marketers are starting to shift to hybrid models that incorporate the most successful elements of virtual, while also using in-person events to build relationships with customers.1 Cvent commissioned Forrester Consulting to evaluate the current and future state of B2B event planning.Forrester conducted seven interviews and fielded a global online survey with 505 marketers and event planners to explore this topic.Eighty-four respondents represented pharmaceutical companies.We found that as pharmaceutical companies pivoted from physical events to virtual,most lacked the experience, tools, and partners to deliver engaging virtual events.