The Killer App in B-to-B Marketing? Face-to-Face Events
I was teaching B-to-B digital marketing in Buenos Aires this month, and found some of my students to be dismayed by one data point that came up again and again in the course: Of all tactics in the B-to-B marketing toolkit, the most valued, the most used and the most effective is face-to-face events. It’s not digital, except tangentially. But, year after year, events like conferences and trade shows consistently show up at the top of the list.
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