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RV157 - Rethinking B2B Event Marketing

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CHAPTER

Exploring the Resurgence of B2B Events and the Evolution in Buyer Engagement

The chapter explores the comeback of B2B events, analyzing factors like increased spending, attendee engagement, and the blend of physical and virtual events. It also emphasizes the success of webinars as a cost-effective option and the changing preferences of B2B buyers towards technology and innovation.

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