Despite the fact that event sponsorship and participation is costly and time consuming, marketers continue to invest in this tactic. In fact, 70% of B2B marketers rate live events as effective, one of the most powerful tools in their marketing arsenal.
Before addressing this, some context. Given the increasingly saturated media landscape; ubiquitous access to information; and inundated, time-strapped audiences; the greatest competition for your customers’ attention isn’t just a direct competitor, it’s the entire ecosystem of brands.