Online conferences are attracting larger audiences than in-person events, and may improve remote viewing options for when real-life gatherings return.
Large-format events have been re-imagined online during the coronavirus pandemic by companies such as Adobe, SAP and LinkedIn.
When the company realized the in-person element of its 2020 flagship event would have to be canceled due to lockdowns, the company set about "reimagining" it, and with only two months to go, switched it online. "I truly believe that we're scaling up," Tillman told CNBC, adding that the online event had more than three times the usual number of registrations .
Heath said the virtual format provided greater scale and therefore more action as a result, in an email to CNBC. "On the flip side, there is something special about coming together in person," she added.
Poggenpohl spoke at the B2B Marketing Ignite USA 2020 conference in May, an event that had been due to happen in-person in Chicago but switched online using technology from software company Hopin. "It gave you a main stage, it allowed multiple breakouts to happen at the same time. It allowed 'networking,' … And then they even had a virtual expo for the sponsors," she said.
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