Agility and Common Goals Ensure Future Hybrid Event Success: A Spotlight on Financial Services

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Before the start of the COVID-19 pandemic, most financial services events were in-person with limited virtual engagement opportunities, leaving marketing and event leaders with less-than-optimal insights to improve experiences and measure meaningful results at scale. As health and safety protocols start to loosen, marketers are starting to shift to hybrid models that incorporate the most successful elements of virtual, while also using in-person events to build relationships with customers.

Cvent commissioned Forrester Consulting to evaluate the current and future state of B2B event planning. Forrester conducted interviews and fielded a global online survey with marketers and event planners specifically working in the financial industry to explore this topic.


Access the study today to understand key event trends in the financial services industry:

  • Although companies continue to invest in events, most are unable to measure ROI
  • Financial services firms struggle to find event management solutions that meet their unique needs
  • Leading firms plan to digitally-enable event practices