| B2B event marketing endures. It went on, virtually, even when COVID prevented people from meeting in person. Why? It is good to get together with people who speak the same business language, understand each other’s problems, and share information on fixing them. On top of that, they give everyone — hosts, sponsors, speakers and ticket-holders — the chance to make useful connections. While we’ve got the event part down, the time has come to change how we measure its success. Eric Holmen explains the key to this is event-led growth — a transformative strategy focused on win rates rather than mere attendance. It’s a must-read for how to maximize event ROI. Constantine von Hoffman
Managing Editor | 