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 logo placement. They’re looking for business outcomes: qualified conversations, accelerated deals, and indisputable…
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…
In today’s environment of go-to-market efficiency, budget holders don’t loosen the purse strings without confidence that a cost is an investment. But here’s the kicker: nothing delivers results like in-person events. While virtual and hybrid events held their own a…
While some elements in the marketing technology stack have significantly evolved over the last decade – think intent, ABM, and advertising – event technology hasn’t experienced the same pace of advancement. Event technology has long been an essential but often…
According to Forrester’s Q1 2024 State Of B2B Events Survey, 95% of respondents said measuring event ROI is a top priority. That stat is taken to heart by the marketing teams behind the exhibitors at your booth. So, picture this:…
As an association event planner, you’re competing for attention from a busy audience. Your members have increasing daily demands, budget challenges, and overflowing inboxes. But the stakes are high — 47% of associations cite a lack of engagement as the…
Event planning in a time of elevated costs can feel like creating a three-star experience on a boxed wine budget – everyone wants a showstopper, but rising expenses across the board are making it harder to deliver. While event planners…