All sorts of organizations seek to harness the power of events to drive brand recognition, boost their reputation, and, ultimately, drive sales. But many companies struggle to realize the scale, strategy, and vision they need to maximize their Return-on-Event (ROE). In Event Success: Maximizing the Business Impact of In-person, Virtual, and Hybrid Experiences, a team of veteran event professionals from Bizzabo draws on years of experience powering events for companies like Amazon, Salesforce, and Uber to deliver an A-to-Z playbook for maximizing the impact of events. You'll discover how to unlock the full potential of your events and place them at the center of your marketing blueprint. You'll learn to build engaging and exciting experiences in any format -- in-person, virtual, and hybrid -- that drive your organization's strategic goals. The book explores concrete techniques for deploying new events, including the integration of events into an end-to-end marketing plan and the collection, analysis, and funneling of event data to other teams to drive business growth. Event Success shows you how to measure event impact with surveys, data, analytics, and KPIs, and explains the characteristics of popular events put on by organizations like SAP, the Financial Times, and IBM. An ideal resource for marketers and event professionals, Event Success is also perfect for anyone responsible for creating buzz, driving new sales, and building thought leadership through in-person, virtual, or hybrid events. It belongs on the bookshelves of professionals seeking to improve their ROE and realize measurable increases in sales.