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For B2B Marketing Professionals

B2B In-Person Events Need A Digital Makeover

January 26, 2015

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Why Read This Report

In-person events consistently grab the top spot on the business-to-business (B2B) marketer's program budget list. But marketers have long been conflicted about the value that these expensive time-consuming endeavors return. It's time for CMOs to update conferences, trade shows, and seminars with a digital rehab that can turn these standalone activities into more durable marketing assets. Tapping into our recent B2B marketing program budget survey results, this report explores how CMOs can deliver value to more digitally savvy and engaged attendees by integrating the physical experience with new mobile, analytic, and interactive technologies. It will also describe how to convert these high-potential face-to-face experiences into opportunities to generate more qualified demand and more loyal customer relationships.

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Table of Contents

  • Trade Shows Take A Big Bite Out Of B2B Marketing Budgets
  • Digitize Events To Turn Them Into Durable Assets
  • RECOMMENDATIONS

  • Digital Enhances Events While Creating Enduring Experiences
  • Supplemental Material
  • Related Research Documents

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