Summary
In a post-digital world, B2B buyers expect fluidity between digital and physical experiences. Still representing the largest chunk of the marketing budget, most B2B events do not take full advantage of digitization to enhance attendees’ experience and increase marketing ROI. Events provide an exclusive opportunity to engage an attentive audience and inform your marketing strategy, but most B2B events focus on the presentation, not the customer experience. This report explores how B2B marketers can use technology and digitize content to make events the centerpiece of ongoing customer interactions.
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