How B2B Marketers Spread Their Event Promo Dollars

Using events to drive leads isn’t a new concept for business-to-business (B2B) marketers. In a November 2014 study by Regalix, 91% of B2B marketing executives in North America reported investing in event marketing, and nearly all of this group—96%—said events were extremely or somewhat significant for accelerating lead gen or growing the sales pipeline. As such, lead generation tied with brand building as the top objective for companies investing in event marketing, each cited by 80% of respondents....