Feature Articles

With travel budgets getting squeezed and marketing investments under ROI microscope, many of the largest BtoB organizations are migrating toward virtual event platforms. As an example, industry insiders report that one of the top enterprise software providers recently mandated the company’s physical event spend be reduced by 20% in 2008 and 50% in 2009. At the same time, high tech heavyweights such as Cisco and Quest Software have successfully shifted partner events over to the virtual world, and have reported positive ROI and lead generation metrics.

The standard value-add for BtoB marketers has been to offer a white paper or analyst report in exchange for a prospect attending a webinar or completing a registration form.