Year: 2021

This year we’re offering topic-specific events that offer attendees guided learning paths for becoming sharper marketers. Let’s face it; conferences delivered predictable content experiences long before the COVID-19 pandemic caused the industry to wind down overnight. Don’t get me wrong, we miss the expo halls, networking parties and intimate dinners with colleagues, new connections and prospects too. But you always knew what you were in for with the content experience. Big-name keynotes delivering big-picture inspiration, and a menu of sessions that kept you bouncing from one corner of the convention…

Though universities are targeting individual consumers rather than businesses, columnist Pauline Jakober shows paid search efforts for these institutions often more closely resemble B2B than B2C. Pick up any “introduction to marketing” textbook, and it will describe the difference between business-to-business (B2B) marketing and business-to-consumer (B2C) marketing. It will note that, generally, the B2C sales process is simpler. Conversion paths are short. Fewer people are involved in the purchase decision. And once the sale process is complete, the connection between purchaser and seller is minimal. In contrast, the B2B sales…