Research shows that 75 percent of B2B marketers believe that in-person events are the most effective lead generation strategy, above even blogging and social media. That doesn’t come as much of a surprise. Real-life experiences are simply more engaging and memorable than anything else. So, if event marketing isn’t already in your marketing toolbox to drive business growth, it should be. But before you dive in, understand that the trick to successful event marketing is having realistic expectations. First, you need to define your goal.
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