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Marketers have much more faith in their ability to run effective in-person events compared with virtual and hybrid events, according to recent research from the CMO Council and Cvent.

The report was based on data from a survey of 150 global marketing leaders.

Some 44% of marketers say they are very effective at executing in-person events that deliver value to their organization. In contrast, only 12% say they are very effective at executing virtual events and just 8% say they are very effective at executing hybrid events.

Marketers' effectiveness at executing different types of events

Some 72% of marketers say it is important or very important that their firm restart holding in-person and hybrid events.

How important it is to restart in-person or hybrid events

Some 60% of marketers say they expect in-person and hybrid events to be smaller compared with pre-pandemic events.

How in-person and hybrid events will compare with pre-pandemic events

Some 71% of marketers say they are preparing for future events by experimenting with new formats, agendas, or designs.

How marketers are preparing for future events

About the research: The report was based on data from a survey of 150 global marketing leaders.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji