How to Host a Wildly Successful Virtual Conference in 2023: Best Practices from Eventbrite‘s CMO

Virtual conferences have exploded in popularity in recent years — and it‘s no wonder why. Compared to traditional in-person events, virtual conferences are:

• 75% less expensive on average for organizers to host
• 80% less costly for attendees when factoring in travel and expenses
• Able to reach up to 10x larger audiences with global accessibility
• Highly measurable, with 90%+ of organizers able to track attendee engagement

But with the proliferation of online events comes increased competition for audience attention and sponsor dollars. How can you make your virtual conference stand out and deliver real impact?

As the CMO of Eventbrite, the world‘s largest event technology platform that powers millions of events, I‘ve seen firsthand what separates a good online event from a truly great one. Here are my top tips for planning and executing a virtual conference that will wow attendees and stakeholders alike.

Set Clear Goals

Before you begin planning your virtual conference, get clear on your "why" and define specific goals and KPIs. Common virtual event goals include:

Goal	Key Metrics
Educate and engage your industry	Registrations, attendee satisfaction score, social engagement
Generate demand and qualified leads	Marketing qualified leads (MQLs), sales qualified leads (SQLs), meetings booked, pipeline generated
Increase brand awareness and authority	PR/media placements, social media mentions, website traffic
Drive revenue through sponsorships and ticketing	Sponsor/exhibitor revenue, ticket sales, ROI

"Having well-defined goals and KPIs is critical for virtual event success, as it informs every decision from your content and promotion strategy to the technology you use," says Julia Hartz, co-founder and CEO of Eventbrite.

Know Your Audience

Once you‘ve defined your goals, dig deep to understand your target audience and craft an attendee persona. Ask yourself:

• What are their key demographics?
• What are their top pain points and challenges?
• What motivates and inspires them?
• How do they prefer to learn and engage?
• What kind of content and experiences will resonate with them?

"Virtual events give you the opportunity to reach new and broader audiences beyond the limitations of an in-person event," notes Hartz. "But you still need to intimately understand your core audience to design an experience that meets their unique needs and expectations."

Craft Your Content Strategy

Armed with audience insights, map out your content themes and session formats. Aim for a balance of:

• Inspirational keynotes from respected experts and thought leaders
• Educational breakouts and tutorials that impart practical skills and knowledge
• Participatory panels, fireside chats and Q&As that facilitate meaningful dialogue
• Intimate roundtable discussions and workshops for niche interests
• Sponsored sessions and experiences that deliver value to partners

Consider creating tracks or journeys for different audience segments, such as executives, practitioners or industry verticals. The more bespoke and relevant your content is, the more impactful it will be.

Choose the Right Tech Platform

Your virtual event platform is one of the most important factors in the attendee experience. Key capabilities and considerations include:

• User experience and ease of navigation
• Robust engagement tools like live polling, Q&A and chat
• High-quality live streaming and on-demand video
• Ample opportunities for attendee networking and interaction
• Sponsorship functionality like virtual booths and lead capture
• Real-time analytics and reporting
• Seamless integration with your existing tech stack

"Your event is only as good as the technology behind it," advises Hartz. "Look for a platform that provides both flexibility and reliability, and dedicate ample time to training your team and rehearsing to ensure a smooth experience."

Engage Early and Often

With attendees joining from behind a screen, it‘s critical to foster engagement and connection from the very start of your virtual event. Some effective practices:

• Welcome attendees with a personalized greeting and resources in the virtual lobby
• Use live polling and Q&A throughout sessions to keep energy levels high
• Encourage active participation in the chat and networking features
• Gamify the experience with challenges, trivia and leaderboards
• Provide ample breaks and downtime for informal networking
• Offer 1:1 meeting scheduling with speakers, sponsors and attendees
• Keep the conversation going in event apps and online communities

"Virtual engagement requires more intention and facilitation than in-person interaction," says Hartz. "Look for creative ways to spark meaningful connection, because those shared experiences are ultimately what make an event memorable and worthwhile."

Prove Value to Sponsors & Exhibitors

Just like your attendees, your sponsors and exhibitors need to see clear value from participating in your virtual conference. Provide ample opportunities for them to showcase their expertise and interact with qualified leads, such as:

• Sponsored keynotes, tracks or sessions
• Virtual roundtables or VIP experiences
• Gamified challenges and scavenger hunts
• Peer-recommended "best of show" awards
• Private meeting scheduling with attendees
• Featured placement and links in event communications

Go beyond basic branding to help partners spark authentic engagement. And don‘t forget to provide sponsors with detailed analytics and insights to help them measure impact and ROI.

Promote Aggressively (But Strategically)

Even the best virtual conference will fall flat without effective marketing and promotion. Some tips:

• Start early: Aim to begin promotion at least 2-3 months in advance
• Tap into partners: Encourage sponsors, speakers and affiliates to spread the word to their networks
• Think holistically: Promote across multiple channels, including email, social media, PR, advertising and influencers
• Create FOMO: Tease exclusive content, perks and discounts for attendees to spur registrations
• Retarget and follow up: Use robust segmentation and personalization to convert hesitant prospects
• Continue post-event: Highlight attendee testimonials and publish event content to attract future registrants

"Promoting a virtual event requires just as much, if not more, effort and creativity than an in-person one," says Hartz. "Stand out in a crowded market by showcasing the unique value of your content and community."

Measure Success and Iterate

Finally, track performance throughout the event lifecycle to gauge success and identify areas for improvement. Key metrics to measure include:

Metric	Benchmark
Registrations	20-30% of invited
Attendance rate	35-50% of registered
Average session duration	70% of session length
Engagement score (polls, chat, Q&A etc)	25% of attendees
Sponsor leads captured	5-20% of attendees
Attendee NPS	>50
Revenue to cost ratio	>3:1

"Collecting and analyzing robust event data is crucial to demonstrating ROI and optimizing for the future," notes Hartz. "Look at both the quantitative and qualitative insights to get a holistic view of the attendee and stakeholder experience."

From intimate workshops to massive industry conferences, virtual events have permanently transformed the way we gather and exchange ideas. By focusing on a few key principles — defining clear goals, knowing your audience inside and out, investing in the right technology, and ruthlessly measuring what matters — you can create online experiences that transcend physical boundaries and forge meaningful connections.

The future of events is digital — what will you create?