Good morning, marketers, and are you getting restless?

Not yet, apparently. As COVID continues as a serious threat to health, you aren’t yet ready to plan business travel. I recall it was around the end of February when I was booking my flight and hotel for Adobe Summit, with no real expectation it would be canceled because of this novel virus people were starting to talk about. The world changed fast.

I think it took many of us a while to accept that 2020 was really a wash as far as live business events were concerned. Now we’re looking at 2021, and you told us that there’s less than a one in three chance you’ll be participating in live events during the first half of the year.

The silver lining, as you’ll see from the MarTech Minute below, is that the virtual event industry has taken off like a rocket. The capabilities of virtual platforms still need to be refined and extended, but that process is going to accelerate massively over the next six months.

Kim Davis,
Editorial Director

Event Participation Index

No in-person events until 2nd half of 2021, marketers say

The results are in from our latest survey and we updated our Event Participation Index. Respondents said there’s a three in ten chance of them participating in live events through the first half of 2021. Almost 70% are not planning to attend live events until a COVID vaccination is available.

This does mean a boom time for virtual events, with over 80 percent telling us they had attended a virtual event in the last month—and 75% were satisfied with those experiences. That prompts us to consider expanding the Event Participation Index to record what people find satisfying (or dissatisfying) about virtual events.

Third Door Media, which publishes MarTech Today, Marketing Land and Search Engine Land, has hosted two virtual events in place of in-person conferences, Discover MarTech and SMX Next. We also will be holding a virtual MarTech conference in the fall. Sessions from Discover MarTech, our virtual event held in April, can be viewed here.

Read more here. »


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Release Notes

Several features added to Marketo Engage

Marketo Engage has announced a new release, with some features available July 31, and others rolling out throughout the quarter. These include:

  • ABM. An updated UI for account profiling, allowing simplified creation and editing of profiles within one screen;
  • Forms service. Improved capabilities for blocking bot patterns, reducing number of spam form submissions;
  • Sales Insight. This will now be enabled for customers with non-native Salesforce CRM integrations to enable sales teams to operate more efficiently;
  • Sales Connect. Greater control over compliance with two-party consent for call recordings, with automated notification of intent to record;
  • Internet Explorer 11. Among a number of deprecations, Marketo will cease support for IE 11 at the end of July. It will continue to support Google Chrome, Mozilla Firefox, Apple Safari, and Microsoft Edge. 

Read more here. »

MarTech Minute

Virtual events industry to increase nearly 10x by 2030

A new study by Grand View Research predicts that the global virtual events industry will increase nearly 10 times by 2030. 

This includes broadcast events, live streaming, audio and video conferencing, as well as corporate events like earnings calls, job interviews, industry trade shows, virtual corporate retreat’ and virtual press conferences. 

According to the Oxford Economics and Events Industry Council, the event planning business generates $325 billion of direct spending in the United States while supporting nearly 6 million jobs on an annual basis. 

Why we care. No matter your geography, industry or political beliefs, virtual events are the new normal. The expansion of the industry will result in the expansion of platforms to choose from, and lower price points for high-quality platforms. Platform features will continue to evolve at a fast pace, so follow the industry closely to identify the best options for your company. 

Other announcements:


Free online MarTech training

Join us online, October 6-8, for a free educational experience that will help you stay up-to-speed on the latest developments in modern marketing and identify, evaluate, and implement time-saving, profit-generating marketing technologies.

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