Case Study: B2B Event Marketing After COVID Times
- Introduction – The purpose of this study is to answer the following research question: how may B2B event marketing change and develop in a post-pandemic world? The objectives presented are two: find an answer on how B2B events may change once the virus will be eradicated and provide efficient guidelines to B2B companies that have adopted events as a main strategy.
Literature review – From the experiential economy term coined by Pine and Gilmore to the new technologies released in the B2B event industry; this chapter focuses on the evolution of experiential marketing, in particular on the rise of B2B events.
Methods – A two-case comparative case study was employed as the primary method of in- vestigation: two B2B events in two different settings (in-person versus virtual) will be taken into consideration. The research tools adopted are expert interview and the content analysis on secondary research.
Results – One final key learning has been discovered after the analysis of the two events: there are certain aspects in face-to-face events that cannot be replaced in a virtual setting and there are some virtual aspects that can enhance greatly the in-person event format. Discussion – The discussion of the results will help the researcher to fulfil the two objec- tives of this paper. Expectations and limitations of the research will also be outlined. Conclusion – The achievement of this research has been succeeded fully.
Keywords of the research: B2B events, experiential marketing, virtual, face-to-face, co- rona virus