By Lawrence Coburn, CEO at DoubleDutch
There is no marketing channel in the world that can compare with B2B events. It’s those three days of the year when your employees, your prospects, your partners - everybody that matters professionally - are all in the same building. If digital advertising is about attracting anonymous people on the Internet to your web page, events are a different beast entirely; they occur far down the funnel and offer the best opportunity to actually close a deal. The best event organizers are able to architect and instrument their events to maximize the business that gets done; whether it’s sales, education, or networking.
And EVERY event is a who’s who for something. Pubcon is a who’s who of SEO. The Marketo Marketing Nation Summit is a who’s who of marketers. HIMSS is a who’s who of health IT. IMEX is a who’s who of event planners.