January 20th, 2015
They’re crowded, noisy, informative, exhausting and sometimes fun and profitable. But trade shows are also very expensive at a time CMOs need to show a strong return on investment (ROI) on every marketing dollar.
Once they were the place where vendors launched their latest products and business managers came to write big checks.
Today, most product launches take place outside of trade shows, digital marketing drives year-round conversions and marketers buy qualified leads as a commodity.