Professionals meetings and conferences occupy the largest share (13.7%) of medical marketing budgets.
Events are one way for B2B marketers to engage and advance their relationships with customers.
When it comes to making B2B purchase decisions, Millennials and Gen Xers are more likely than Baby Boomers to believe in the importance of consulting their colleagues and earning team consensus.
B2B marketers will average an increase of 6% in their budgets this year, with 51% expecting budget increases as opposed to 8% seeing decreases.
Aside from referrals, Senior-level marketers most often learn about new agencies from emails (57%), industry conferences (53%) and calls (40%).
There were more than 1.8 million corporate meetings, trade shows, conventions, congresses, incentive events and other meetings that took place, drawing almost 225 million total participants.
New attendees to exhibitions are more likely than the average attendee to be executives and decision-makers.
This superb chart by distilled breaks down content according to marketing goals, from awareness to purchase.
B2B exhibitors say that their most important objectives for participating in exhibitions are to build brand awareness and identify and reach new customers.
Marketers are ramping up their use of prospecting tools and while email remains the most common prospecting channel (86.7% using this year).