The U.S. B2B trade show market has shifted. In 2015, it was a $13.1 billion market, while by 2019, it had reached $15.58 billion. However, one year and a pandemic later, the U.S. B2B trade show market is expected to shrink by 64.3% to $5.56 billion. That said, the shift away from wasteful hospitality events toward substantive buyer engagement is real progress.
via Marketing Charts
In 2015, advertising revenue in the podcast industry was $69 million. It’s expected to reach over $1 billion by 2021, and to grow. The podcast boom is powered by younger generations. Millennial and Gen Z represent a sizable portion of the total podcast audience globally.
The sudden shift to virtual events in the first half of 2020 produced mixed results in terms of attendance. While just over half of the events lost the audience in the transition, 46 percent gained attendees as a result. Removing travel requirements and audience familiarity with video presentations worked together to keep event attendance largely intact.
This report reveals five technologies that will have the greatest impact on marketers’ ability to respond and adapt to emerging trends. These include advanced supply-side bidding, ad blocking, identity resolution, brand safety, and ad verification and viewability.
“In the future of buying, the buying process transforms from seller-led to buyer-led. The future B2B buyer will expect buying experiences to be increasingly open, connected, intuitive, and immediate:” B2B channel marketing leaders must anticipate and plan for buyers’ evolving expectations.
via Sirius Decisions
“Many B2B technology and service providers approach go-to-market (GTM) strategy in silos. First, they develop the product and identify the market segmentation, then they create sales and marketing strategies. But buyers increasingly expect more.”
Here’s a better way: “Overcome Data-Driven Agile Marketing Shortfalls.”
The COVID-19 pandemic has disrupted business operations across a broad swath of the economy and left both buyers and sellers reeling. IDC’s modeling of this crisis, The Five Stages to Enterprise Recovery, breaks down how companies respond into five phases.
On average, brands realize 47% of their marketing efforts after one year. With global advertising spending estimated to be back to growth in 2021 (12.9% growth), you should not be cutting your advertising efforts, especially not for new products.
More than 44% of Chief Marketing Officers report midyear budget cuts due to the economic impact of the pandemic. And yet, 73% expect the negative impact of COVID-19 to be short-lived. This optimism, however, is not shared by all members of the C-suite.