The State of Trade Show Lead Generation SalesRoads | 2021 White Paper The information you need to plan for trade shows and lead generation in 2021Summary of Contents Introduction... The Big Business of Trade Shows... Mitigating the Impact... Budget Reallocation How Much?... Channel Distribution... Outcomes... Virtual Events Interview with Jeff Gubberman What's Next? 1 2 3 6 7 9 12 14 16Evident in the empty conference centers of America's biggest metros, professional trade shows are yet another casualty of the COVID pandemic. Ostensibly on-hold, the multi-billion dollar industry is in limbo, holding hostage the second largest source of B2B revenue for companies in the United States. To understand this phenomena and its impact on the business community we surveyed 103 sales and ma

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