Buying Signals: B2B Marketing Budgets without a Line Item for Trade Shows
Sword and the Script
OCTOBER 3, 2020
The decline of B2B trade shows frees B2B marketing to experiment with more efficient channels; virtual events surface buying signals The pandemic is certainly changing marketing – but we might all do well to shift our thinking towards what might become quasi-permanent. Offices won’t be gone – but remote work won’t be exceptional. Business travel won’t end – but travel budgets might be harder to justify in the age of Zoom.
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