Study: Marketers struggle to make the case for trade shows

04/24/2013 | MarketingProfs

Almost a third of B2B marketers believe trade shows, conventions and channel events are crucial to conducting business, but only 6% say they are effectively converting generated leads into business, according to a CMO Council and Exhibit & Event Marketers Association survey. The most cited challenge by trade-show management teams -- 45% of them -- was making the business case for going to one in the first place.

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