While the event industry has largely completed its post-pandemic course correction, two challenges have remained consistent: burned-out teams and stretched budgets. Compounding these are increasing expectations from attendees who, according to a recent Skift report, "are taking a pass on events for a number of reasons, including flight hassles, budgetary restraints, a growing fear of mass shootings, and having little-to-no desire to venture out after becoming accustomed to remote work." Marketing events has become increasingly more important.

Event marketers must optimize value communication to attendees while managing marketing spend, time, and budgets. For many events, the most efficient way to spread the right messaging is through word-of-mouth.

Here's why it works and how best to leverage your extended professional networks to get the most out of it.