Newsletter | August 18, 2021

08.18.21 -- What's Going On With B2B Trade Shows?

  In This Issue:  



"The question I’m posing to B2B marketers today is on behalf of dogs out there: What will happen when trade shows are back?"


I wrote that back in September 2020, amidst a flurry of dog adoptions sparked by humans staying at home during the heart of the pandemic. Many of these new dog owners had business flights booked for Q3 and Q4 that are now being reconsidered.


Will the Delta variant force us to stay home with our dogs and conduct business via Zoom until 2022? What is going on with trade shows? When will we be able to travel for business again?


If you're feeling stressed about the state of travel, check out this week's featured article, which reassures us we can do this marketing thing without meeting our prospects face-to-face in person. As a bonus, the article links to a few cute pictures of my dog.


Thanks for reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


From The Editor: Will B2B Marketers Flinch When Trade Shows Are Back?

Will in-person events go back to eating up a disproportionate share of their budgets? Will content creation come to a grinding halt, causing company blog pages to appear frozen in time?

Marketing Do's & Don'ts When B2B Trade Shows Return

A global pandemic meant B2B marketers couldn't spend money on in-person events for many months, but will they continue to think outside the box when the temptation returns?

2 Missing Pieces Of Your Marketing Attribution Puzzle

Measuring ROI in B2B marketing is easier with multi-touch and multi-contact attribution models that shed light on the entire buyer’s journey.

B2B Marketing Around The Web
Account-Based Madness: The New Craze In B2B

"In fact, ABM is a pretty decent idea, you do it right," said Jon Lombardo and Peter Weinberg in this MarketingWeek guest article. But, they continue, "The problem is that today, almost no one in B2B is doing ABM right."


Content Strategy: What Is It & How to Develop One [2021]

Neil Patel provides one of the most elegant yet simple ways to describe why content matters: "Your content strategy should focus on producing quality content, engaging with your audience, and measuring your successes and failures. Don’t simply churn out content for content’s sake."