In-person events are  returning to the marketing mix of many B2B marketers. It always has been one of the preferred tactics for brand awareness, lead generation, community building and more. But, same time very resource-consuming and  challenging to measure. So how do we turn significant internal efforts  and substantial marketing investments into true impact on the sales pipeline?    Our guest for B2B Sales and Marketing #FriTalks was Anastasia Zencika, CMO at ECOMMPAY. She helped us find the answer to this and other questions about how to maximize the impact of marketing events. We discussed the following topics: 1. How have events changed in the digital era, and why do you still need them? 2. What types of events are a good fit for B2B companies? (own events, 3rd party events, etc.?) 3. What factors (internal and external) define the success of the event? 4. How to make the audience come (return and engage)?   5. If and what impact can you expect from events for the sales team? 6. How to measure and maximize the impact?