or the fifth consecutive year, marketers have named
trade shows and conferences the most effective way
to distribute content. According to the Content Marketing
Institute, 69 percent of B2B marketers find that
events are best for engaging customers, surpassing
research reports, white papers, newsletters, and even video.
But events are expensive—depending on the scale, hosting one
can cost millions, and exhibiting at or attending it can add up
to thousands.