We recently had the honor of discussing with Rachel Locke, Managing Director of Virtual Approval, about some of the most pressing challenges in virtual and hybrid events.
With extensive experience in creating impactful experiences, ranging from conferences to product launches, Rachel shared actionable tips, engaging anecdotes, and innovative strategies that every Account-Based Marketer (ABM) and event planner can benefit from.
Let’s dive into Rachel's tips on boosting engagement, combating digital fatigue, and transforming events into powerful lead-generating opportunities.
The Engagement Dilemma: Making Events Meaningful
One of the first challenges Rachel addressed was the issue of low engagement during virtual and hybrid events. Her golden rule? Hire a dedicated host.
Rachel explained, “Too often, companies assign the role of host to someone who’s already juggling multiple responsibilities like the CEO or an event team member. A professional host keeps engagement front and center, ensuring tools like polls, surveys, and whiteboards are used effectively.”
Interactive tools like Miro and MURAL boards were highlighted as game-changers. They allow participants to contribute their thoughts in a free-flowing way, breaking down the intimidating barriers of live Q&A sessions.
And when these tools are paired with a skilled host who can weave audience input into the conversation, the engagement skyrockets.
Personalization: Beyond the Basics
When it comes to personalization, Rachel emphasized that it’s all about purpose-driven strategies. From goody bags to AI-powered features like virtual photo booths, the possibilities are endless.
A standout example she shared was a “pledge tree,” where participants could write down commitments post-event, fostering accountability and sparking meaningful follow-ups.
She described an example where participants collected stickers from various sessions, turning the event into an engaging scavenger hunt while delivering actionable data for exhibitors.
Measuring ROI: The Long Game
ROI remains a critical metric for marketers. Rachel emphasized that virtual and hybrid events are not a “quick win” but rather a long-term investment in building trust and credibility.
“One of our clients started webinars in 2020 with just 50 attendees,” Rachel shared. “Today, they’re hosting monthly webinars with over 300 participants from 60 countries. It’s now their primary lead generation channel.”
Her advice? Think beyond the event itself. Leverage recorded sessions, audience insights, and content generated from the event for ongoing marketing efforts.
The result is a multi-channel strategy that feeds into ABM campaigns, nurtures leads, and strengthens brand visibility.
Navigating Technical Challenges
The complexity of hybrid events, which rely on both hardware and software, can be daunting. According to Rachel, preparation and rehearsal are non-negotiable.
“Test everything. And if risks are too high, consider pre-recording some content and mixing it with live Q&A,” she advised.
For hybrid setups, hardwired internet connections are essential; Wi-Fi won’t cut it when attendees log in en masse.
Rachel also highlighted the importance of involving technical partners early in the planning process, especially when selecting venues.
In some regions, venues charge exorbitant fees for internet connectivity, so being proactive can save significant costs and stress.
Standing Out Amid Digital Fatigue
In an age of declining webinar registrations, how can marketers capture attention? Rachel’s answer lies in audience involvement and personalization.
She shared an example where a client used pre-event surveys to gather attendee input, shaping the webinar around their specific challenges and interests. “When attendees feel heard even before the event starts, they’re more likely to show up and engage,” she noted.
Additionally, incorporating breakout rooms and networking opportunities transforms virtual events from passive viewing experiences into active, collaborative spaces.
Integrating Events Into the Buyer’s Journey
Whether to generate new leads or nurture existing ones, Rachel emphasized the importance of cadence.
Virtual events work well for monthly touchpoints, while larger hybrid or in-person events can be organized biannually.
She also recommended planning topics 6–12 months in advance while leaving room for flexibility to adapt to industry trends or breaking news.
This foresight not only ensures relevance but also streamlines the booking of high-profile speakers.
Post-Event Follow-Up That Works
When it comes to follow-ups, Rachel believes in making them as personalized as the event itself.
Incentives, like prize draws for booking calls or signing up for mailing lists during the event, can drive immediate action.
For longer-term engagement, consider creating a dedicated community space using platforms like Guild or Circle. This keeps attendees connected and provides a platform for ongoing conversations, strengthening relationships long after the event wraps up.
Final Thoughts
Rachel’s wealth of knowledge offers a clear roadmap for marketers aiming to elevate their virtual and hybrid event strategies.
Whether it’s refining engagement tactics, embracing personalization, or tackling technical challenges, her insights are a testament to the evolving potential of ABM in the event space.
Want to hear more from Rachel? Connect with her on LinkedIn or check out Virtual Approval for inspiration and support in planning your next standout event.
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