Hybrid events are the future, as businesses integrate in-person with virtual events

Tasim Zahid
November 03, 2021, 10:54 AM UTC

How in-person events could make come back remains a bit more complex.

While virtual events replaced in-person events due to the pandemic, hybrid events have become increasingly prevalent. Orson Francescone of the Financial Times (FT) and Lindsey Leaf of Group Nine offer some perspective on the best practices, insights, and projections for future events.

Digital and hybrid events will be a permanent fixture, even as the COVID-19 restrictions lift and people feel more comfortable meeting in-person, notes Francecone. He states B2B events will make a comeback first, followed by back-to-the office trends and - finally, the international events.

Businesses looking to target top-of-the-funnel leads can host digital events, while in-person events can be used for bottom-of-the-funnel activation. Lindsey Leaf agrees, adding that hybrid events provide excellent value in increased outreach and impact while remaining cost-effective.

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