The B2B marketing landscape is constantly evolving, but traditional marketing approaches shouldn't be ignored. 

Events offer multiple touch points with potential customers. The event itself represents only the beginning of the relationship, and marketers as well as sales staff need to ensure that the relationship doesn’t end when the event does.

Research suggests that we should be prepared to follow up six times before a “lead” converts. Events give you a good reason to stay in touch, regardless of whether or not registrants attended. The event discussion also provides good content for future blogs and white papers to be sent to registrants, as well as your wider database.