Three Ways to Make Your Digital Event as Engaging and Effective as In-Person

Especially in our current climate – in which more and more companies are thinking about possibilities for virtual opportunities and digital alternatives – the attention of visitors to events is moving in different directions.

To differentiate your business, you need not only a differentiated product or service but also exclusive people. Ultimately, it is what sets you apart and attracts an audience with which potential customers can interact and connect online.

As marketers consider their options for providing digital opportunity opportunities, one question is the key question: how do you create an engaging virtual experience for the participant?

Understandably, in any virtual environment, it is more difficult to really feel connected to other people “in the room”. That is why it is even more important for companies to consider the role that their sales and marketing leaders and teams play in contributing virtual event experiences for participants.

These are the people who are at the forefront of connecting with the participants and you need to understand how to build meaningful connections as usual.

We explore three ways in which companies can support sales and marketing teams, with an approach that prioritizes people on their virtual opportunities and shows that they are more human in a digital environment.

  1. Make the virtual network more human

Nothing can replace personal communication, especially occasionally. Here, connections are made and first impressions can lead to lasting business relationships.

However, in our new reality, there are ways to mimic the power of personal communication on the screen, and that is something your sales and marketing leaders should be prepared for.

First, think about the logistics of your digital event. Activate individual networking events outside of presentations and share content and use other interaction options to engage people in your event, whether it’s a lively mood during presentations or live questions and answers with speakers at the end of the presentation.

Next, consider how your entry-level teams may need to change their approach to a virtual environment. Believe it or not, chats and digital networks are not natural for everyone. The digital barrier can make conversations appear tense and unproductive. Next, consider how you can help your teams continue to have impactful virtual conversations and guide them to stay authentic while recognizing our new reality.

Get started (which makes it look so obvious) and remind them to turn on the video! If there’s one thing that hasn’t changed in a virtual environment, it’s that eye contact is still the key to building relationships with those you meet. What appears to be such a small act is, in fact, a significant opportunity to connect with your prospects and customers.

  1. Use the data to start a meaningful conversation

In a virtual environment, there is not much time to interact with participants to find out who they are and why they are at the conference. However, people go to conferences (face-to-face or virtual) to make connections that can lead to real results, whether it be learning new tactics and strategies to report to your team or discovering new technologies that are capable of solving a problem effectively. Establish business or connections that can lead to business opportunities.

The sooner you can demonstrate at an event that you understand the critical point of customers or potential customers, the easier it will be to really know what motivates them to act.

That is why the equipment of the sales and marketing teams is more important than ever in a virtual environment. With this data, they can spend their time with the participants, understand what interests them most, and find out what problem they are trying to solve.

Consider using technology that allows you to get more information from participants as they register for the digital event, including what they would like to see and hear. If you’re personal event is now a series of webinars or digital presentations lasting a few days, use technology that allows you to track the participant while you “book” multiple webinar sessions in a few days.

With these options, you can create a more personalized experience and provide the sales and marketing information you need to create a more personalized experience.

  1. Consider an account-based marketing approach to events

While the future of major support conferences is unknown, one thing that is likely to be true for face-to-face and virtual events is that more focused and highly personalized content keeps participants engaged and results in more productive conversations.

People should feel connected to the content of the screen, especially in a virtual environment, as if they are having a more personalized experience to accompany their digital content.

In our new digital reality, smaller, more intimate events with an account-based approach will allow for better conversation between sales and marketing teams and provide a defined list of priority contacts in your company’s target accounts. It will also create space for these teams to share more targeted content with visitors and convey the message that they know it will have more repercussion in the group involved.

In my company, we see customers like Rockwell Automation implementing this approach using shared insights across the event cycle (through personalized registration forms and engagement with past events) to conduct highly personalized communication and relevant sessions, based on participants took note of the interests.


Today’s reality has made human engagement more valuable than ever and there is one aspect of events, digital or personal, that is sure to leave a lasting impression: your people.

By preparing teams with virtual networks, data, and insights to quickly identify participants’ interests and pain points and adopt an account-based approach to events, sales and marketing teams can use virtual events to build authentic business relationships that lead to business results real business.