It is no secret that business development is facing unexpected challenges, but it does not have to be when marketers employ the right approach.
Photo Illustration: Trent Joaquin; Source: Getty Images
Traditionally, industry events and conferences are considered an important opportunity for b-to-b marketers to network with potential prospects and help fill their pipelines. In fact, more than half of b-to-b marketers use in-person events and trade shows to drive lead generation.
Tom O’Regan is chief executive officer of Madison Logic, a global marketing technology company with offices in New York, San Francisco, Boston, Dublin, London, Sydney and Singapore.