As the tech industry moves into peak event season, calendars quickly fill with exhibitions, conferences, and vendor-led briefings. For many organisations, these events are a cornerstone of their marketing strategy – a chance to get in front of IT decision-makers, build brand presence, and spark meaningful conversations. And on the surface, they deliver. Stands are busy, badge scanners are full, conversations are flowing. But a busy stand doesn’t always translate into business

In-person events have long been a cornerstone of B2B marketing—powerful for relationship-building, brand exposure, and thought leadership. But as costs continue to climb and the environment becomes more competitive, many businesses are starting to ask: Are we truly getting a return on our event investment?