We are all familiar with webinar fatigue, but 2020 brought its own challenges as more business units, stakeholders, and leaders look to virtual events to make up for the lack of in-person activities. This influx of virtual event requests and the reliance on virtual events to build a meaningful pipeline can put a lot of burden on the marketing teams that have to run them. Strategizing and executing these events is even more difficult when trying to avoid fatigue, recycled lists, and general disillusionment. Lauren McCormack, senior manager of digital and marketing operations at Neo4j, and Caroline Hull, director of field and partner marketing at Adobe, share how they achieved unprecedented virtual event success in 2020 and the lessons they learned along the way.
- Adobe took an entire in-person event marketing motion virtual
- Neo4j balanced delivering customer value with a sharp spike in internal requests, all while ensuring to not fatigue its database