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In an era dominated by digital channels like SEO, content marketing, email campaigns, and paid social media, it’s intriguing that in-person B2B events continue to excel in generating high-quality leads and driving pipeline growth. Despite the digital transformation, events have…
The events industry is undergoing a quiet but profound revolution. Unlike the flashy tech of some virtual platforms or even the promise of virtual reality in events, the next wave of innovation is more subtle (and more powerful). AI isn’t…
(Part 4 of our Love Your Sponsor Series — Read Part 1; Part 2; Part 3) The booths are broken down. The lanyards are packed away. The venue is empty. But for your exhibitors, the work that determines ROI is…
(Part 3 of our Love Your Sponsor Series — Read Part 1; Part 2; Part 4) Even the best pre-event strategies can fall apart if the booth experience isn’t executed well. Staffing, lead capture, and account engagement aren’t things that…
The Pre-Event Window Is Where ROI Is Won (or Lost) (Part 2 of our Love Your Sponsor Series — Read Part 1; Part 3; Part 4) By the time an exhibitor walks onto your show floor, their fate is somewhat sealed. In Part…
(Part 1 of our Love Your Sponsor Series — Read Part 2; Part 3; Part 4) Exhibitors sign contracts, ship booths, and show up smiling, but behind the scenes, they’re asking: “Was this worth it?” Their expectations go far beyond foot traffic and…
B2B events have long been a cornerstone of B2B marketing strategies, consistently commanding 20–25% of B2B marketing program budgets for a reason: they work. That number of course varies by industry and company size; enterprise B2B and complex-sale industries (like…
In-person events are not without challenges. Budgets are tighter than ever and registration numbers are volatile. According to recent industry surveys, 58% of event planners report reduced budgets for in-person gatherings in 2024 compared to pre-pandemic years, while nearly 70%…
For years, CMOs and their teams have regarded digital behavior, such as content consumption and website visits, as proxies for interest. This intent data, deeply tied to modern go-to-market strategies like account-based marketing (ABM), has become a critical investment area….
The events industry is standing on a fault line. The ground has already shifted, and anyone still clinging to the old way of doing things is about to feel the aftershock. If you’re running events the same way you did…