In the 1960s and ‘70s, marketers at B2B companies invested heavily in traditional advertising to generate awareness and ultimately gain customers.
In the early ‘90s and the late ‘00s, businesses began building strong online footprints through email, websites, and social media.
But successful marketing strategies of the future will rely less on digital experiences, and more on live events.
This trend can already be seen today. According to Forrester Research, the average B2B CMO spends 24% of their budget on events.