The most glaring reality I’ve pointed to previously in this space — that three out of four B2B buyers conduct the majority of their research before talking to a salesperson — greatly affects the sustainability of the tradeshow business model.  That, and the others explored in the five realities of today’s B2B buyer post, and how those insights can be applied to evolve the traditional expo, remain major issues today. Add to that fact the high cost of purchasing, setting up and staffing an … [Read more...]