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Future Planned Use of the B2B Exhibition Channel

Newest CEIR Head of Marketing Insights Series Report Now Available

DALLAS, 19 August 2019 – The Center for Exhibition Industry Research (CEIR) announced today the release of Future Planned Use of the B2B Exhibition Channel, the fifth report in its newest series providing insights from marketing leadership at organizations in North America.

Future Planned Use of the B2B Exhibition Channel reports the anticipated change in the level of spending on B2B exhibitions this year; details how the channel will help achieve urgent marketing and sales objectives in the next several years, and whether roles will continue as is, expand or decrease; and outlines which elements marketing executives plan to add to their exhibit programs.

“The power of F2F marketing at B2B exhibitions continues in a world dominated by digital media,” noted CEIR CEO Cathy Breden, CMP, CAE. “The reason is simple: it delivers where it counts. It helps heads of marketing achieve their organization’s most urgent marketing and sales objectives.”

“This report documents the continued commitment to the channel today and for the next several years,” added CEIR Vice President of Research Nancy Drapeau, PRC. “It provides useful insights for organizers looking to ensure their offerings align with brand marketer evolving needs. For brand marketers, it offers industry benchmarks to compare and adjust future plans to align with overall industry trends.”

This report provides results relating to:

In addition to total results, differences in results are reported by:

The Head of Marketing Insights Series includes five reports. This is final report in the series to be released:

CEIR extends special thanks to the Society of Independent Show Organizers (SISO) for funding this important research.

About CEIR
The Center for Exhibition Industry Research (CEIR) serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit


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