Webinar: Modern Event Marketing

How to View Events as Assets Instead of Expenses & Prove ROI

The average B2B organization spends 40% of its marketing budget on live events, but most marketers continue to struggle with proving the value of those events. Did you know that event technology, as part of the marketing tech stack, has the power to unlock the mystery behind event leads and give marketers the insights they need to prove event ROI?

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Patrick Smith, chief marketing officer at Cvent. He discussed why events are an important part of a holistic marketing strategy, and how they are uniquely capable of delivering incredible returns when integrated as part of a multichannel marketing strategy.

Watch this webinar and learn:

How to run an integrated event marketing program and optimize for success

How to capture and uncover what attendees are doing at events


Patrick Smith Patrick Smith is the senior vice president and chief marketing officer of Cvent. He is in charge of global marketing, which includes the global development and execution of marketing campaigns and initiatives that deliver coordinated strategies for Cvent’s Event and Hospitality Clouds. He brings more than 20 years of experience developing and managing marketing strategies for enterprise software firms.


Lauren Fisher Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 12 years and oversees the media business, developing programs for leading advertisers in adtech, martech and media. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics enterprise solutions, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards. She has held positions with the ANA Business Marketing NorCal, and the Digital Analytics Association.

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