How can B2B marketers get the most from events in 2022, whether they’re in-person, all-virtual, or in any of several combinations of hybrid formats? The marketing event landscape in 2022 may not be as topsy-turvy and uncertain as it was in 2021, yet there’s no shortage of questions many events are still facing
According to the Convention Industry Council ( pdf ), in 2012 there were over 1.8 million business meetings, events and conferences held in the US attended by 225 million participants generating over $280 billion in spending. The volume of participants has grown 10% since 2009. Clearly, the business conference industry is booming. The number of marketing and communications conferences alone is overwhelming compared to when I started attending and speaking at conferences in 2005. Attending and speaking at business, marketing and client user conferences is a big part of our marketing and while there are changes with so many new, niche events popping up, I don’t think our conference participation will change