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1.5 billion people attended business events in 2017 with an aggregate spending of over $1.07 trillion—including the cost of hosting events, expenditure by attendees in passes, travel, lodging and so on. Though such an all-inclusive metric slightly skews the figure, a trillion dollars, nonetheless, in any context is a clear indication of the massive scale at which business events operate and flourish.
In North America, conferences and trade shows are the most common meeting activity type, with 23% of the market in 2018.
Also, surveys indicate 50% of attendees at trade shows are new prospects and 77% of attendees found at least one supplier from their most recent trade show. All of this clearly points to one basic truth—events are one of the most potent marketing channels and used by businesses of all scales, across industries.