Published: 09 November 2022
Technology and service providers are expanding investments to support hosted or “first-party” events to engage with customers and buyers. Product marketers should use the behavioral and engagement data that’s collected to improve events, and outcomes of nonevent marketing campaigns.
The 2022 Gartner Tech Marketing Benchmark Survey respondents with revenue of $100 million or more indicated a 19 percentage point year-over-year increase in utilization of first-party events across a combined virtual and in-person strategy.
Based on Gartner client inquiry, technology marketers often overlook the opportunity to leverage event data to improve the performance of demand generation and account-based marketing (ABM) programs.
The dramatic increase in virtual events has led to greater data access, yet technology marketers have continued to struggle to measure and quantify the ROI of these events.
To improve demand generation programs, product marketers should:
Use first-party
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