Prepare
For
Impact

Do Live Experiences Really Drive Business Results?

Experience marketing is going through a massive transformation: while the future looks bright for the industry, work is needed to elevate it from being seen as a tactic to an essential ingredient within the wider marketing mix and getting this right is dependent on garnering cross-team alignment on the approach to measurement and evaluation.

GPJ Australia & New Zealand (ANZ) embarked upon a research project to explore the role of experience marketing in the broader marketing mix, as well as the business and commercial impact experiences have. You can check out the findings in our report – Prepare for Impact – which explores the current landscape of B2B experience marketing and features detailed recommended actions for experience marketers.

We’re excited by what we have unearthed and are committed to leveraging what we have learned. Armed with this research, we are ready to reimagine what’s possible and to prove the value of this important, yet often overlooked, marketing tactic.