Events have always been a primary thread through every aspect of our lives. From concerts and games to conferences and trade shows, many of us spend a significant amount of time attending various in-person events, until recently when the pandemic forced us to move almost everything, online. But were virtual experiences and the demand for them something on track to become popular already – or did the current pandemic force them to become more common than they ever would have been?
The way consumers approach entertainment is increasingly being driven by live video.
Though sports have leveraged the power of “you had to be there” for years (in 2019, 14 of the top 20 primetime telecasts were sports), today’s digital-native consumers come to expect live, as-it-happens looks at everything they want to consume.
And B2B is no different.
Before 2020, B2B industry events spend was on pace to create a $20 billion annual market. Industry events and trade shows bring the perfect fusion of education, collaboration and sales. Leads, product demonstrations—business growth. Deals are closed, terms are discussed and innovation reigns.
We are seeing the biggest shift in B2B history toward remote work, and remote communications. What used to be an in-person meeting is now a videoconference. What used to be a speech at a conference is now a live video. And what used to be an interview is now a podcast.
Account-based marketing is a simple concept – when companies decide to leverage the strategy, they treat individual prospects and customers as their own markets, providing individualized content, campaigns and more.
Inc. released its inaugural list of fastest growing private companies in Texas, naming MarketScale 67th. With growth of 220% in just two years, we are incredibly proud to help lead our industry in our home state.
Made in America - A MarketScale Original Series, provides an intimate look at companies across the United States manufacturing at home, integrating with their local communities and changing the shape of the American economy. We are proud to be named a Platinum Award Winner for the series, by the AVA Digital Awards.
Expectations drive the stereotypes that often divide sales and marketing departments. Sales expects marketing to create a simple message and deliver qualified leads, and marketing thinks sales wants them to do the work while they travel and entertain.
These assumptions complicate things. But is the divide overhyped?
As a new decade dawns, it’s time to look at how identifying a vision for your business can set you up for continued success in 2020 and beyond.