No Trade Show, No Problem: Pivot Strategies to Reach B2B Audiences Online

Trade shows, conferences, and other large-scale events are feeling the effects of COVID-19. Many have been outright canceled, and some have moved online. Brands and marketing managers have seen vast sources of revenue and lead-generation possibilities disappear with each new cancellation. However, this shift shouldn’t cause panic. Given that some companies allocate the most substantial chunk of their yearly budget to trade shows, even a slight change in preferences is likely to translate into more opportunities for digital marketing. 

According to MarketingCharts, “B2B exhibitions are important for marketers to satisfy critical goals in identifying new customers, reaching sales leads, and building product and company awareness.” Sobering numbers reported by PredictHQ show that in February alone, coronavirus concerns and federal mandates on social distance led to a 500% surge in cancellations and postponements of events worldwide. That percentage increased to 875% by the end of March. 

Strengthening your focus on digital marketing will enable your organization to be top of mind in these uncertain times. It will give you a competitive edge over brands that are slow to pivot their marketing strategies. With most people staying indoors, screen usage and digital media consumption have gone way up. If you’re ready to get started, we’re here for you. Give us a call at (781) 247-0730 or send an email to for a quote.