The Secrets to Structuring Your Total Event Program for 2021

Presenter: Mike Dietrich & Alyssa Peltier

Wednesday, November 11, 2020
1:00 PM EST
Watch Now

This year has changed the way we look at our event programs. As we look to 2021 and beyond, one thing is clear: virtual and hybrid events are here to stay, and, alongside traditional in-person events, will become fixtures in any successful event program. With these new event types comes a greater opportunity to reach and engage new and larger audiences and deliver more leads, pipeline and revenue.  Capturing that opportunity requires a shift in strategy and a re-imagining of the traditional relationships between marketers and event planners.  As the need to execute and deliver value across all event types becomes the norm, the role technology plays will move to the forefront. 

In this session, Mike Dietrich and Alyssa Peltier of Cvent share their secrets to structuring your total event program for 2021. Full of actionable advice from their own experiences executing events, they’ll provide best practices you can implement both today and as you plan for next year.

Join us and you’ll learn how to:

  • Realign your total event framework so that virtual, hybrid, and in-person events all have their spot to shine
  • Set up your organization with the right mindset and skillset for successful events in 2021
  • Structure a flexible, agile tech stack that allows you to execute and capture value no matter the event type

Earn CEUs: The Events Industry Council has reviewed the learning objectives of this activity and has indicated that attendees will receive 1 CE hours in the Meeting or Event Design Domain of the CMP or CMP-HC Standards.



Mike DietrichMike Dietrich
Vice President
Product Marketing

Mike is the Vice President of Product Marketing at Cvent, responsible for marketing Cvent’s Event Cloud portfolio. Mike’s 20+ years of industry experience includes deep product marketing and management experience at the nation's largest Event technology, Education technology, broadcast media, and telecommunications companies.  In his current role, Mike is responsible for defining and executing go to market strategies to drive new user acquisition, installed based revenue growth, and customer retention.


Alyssa PeltierAlyssa Peltier
Senior Manager 
Event Marketing

Alyssa is a highly skilled marketing professional with more than 10 years of experience. Currently, Alyssa specializes in event and experiential design and leads the global event marketing function for Cvent, ironically, a SaaS-based company for end-to-end management of meetings and events. Together with her team, she successfully manages 40+ top tier events per year and ensures the events strategy is aligned with the overall brand’s customer and prospect engagement strategy and business goals. Her major focus is on the creation of unique experiences and establishing quantifiable and integrated metrics for offline events to drive ROI of this marketing channel.

Visit Our Sponsor


Watch Now

Newsletter Subscriptions

Meetings Today Newswire – Up-to-the-minute industry news distributed Tuesday - Thursday.
New & Renovated – Monthly highlights of facilities in various stages of renovation.
Michael Cerbelli's: The Hot List™ – Michael Cerbelli identifies fresh trends in the ever-changing events marketplace. Distributed every other Monday.


Subscribe today to stay up-to-date on the meeting industry.

Check the boxes of the newsletters that interest you, enter your email, then submit the form.