Gartner defines event marketing and management platforms as tools that enable B2B marketers to execute virtual and/or in-person events for external audiences. These platforms provide native capabilities to engage and communicate with prospective attendees, registrants and sponsors, manage logistics, deliver content and enable attendees to engage with other participants. Out-of-the-box integrations with sales force automation and marketing automation platforms are provided to track engagement. Features and capabilities are provided in a self-service model, with some platforms offering managed service support to run the technology when preferred. The event technology market does not include webinars or internal meeting-specific solutions.
Marketing refers to the products and services that enable organizations to plan, execute, measure, and optimize strategies for attracting, engaging, and retaining customers across digital and physical channels. This category includes markets that support content creation, campaign management, data-driven personalization, performance analytics and brand strategy—empowering businesses to deliver targeted, measurable, and customer-centric marketing experiences.