With marketing budgets being stretched further than ever, many B2B brands are questioning whether in-person trade shows and conferences are worth the expense. In a recent article in Growth Business, our Head of PR and Social, Chloe Buchanan, unpacks the multi-faceted benefits of trade shows beyond metrics like lead numbers and stand footfall.
In 2026, marketing teams are rightly focusing most of their attention on digital channels. The benefits of these methods are easy to quantify, whereas the rising costs of exhibitions, paired with the complexity of measuring ROI, have marketers questioning the point. Travel, exhibition fees and stand build costs may look on paper like a big investment, but Chloe argues that brands are overlooking one of the most valuable outcomes that trade shows have to offer, which is trust.
In complex, relationship-driven B2B sectors, face-to-face interaction remains a powerful way to build credibility with decision-makers, establish expertise, and make positive impressions. Digital marketing is at the core of the customer journey, but in-person events can play a vital role in long-term business growth. Chloe argues that the way we measure success for trade shows should change. By counting leads or contacts collected, organisations miss the metrics that matter: priority accounts engaged, benefit to existing relationships, and opportunities accelerated.
Chloe also highlights that events only work when integrated into a wider marketing strategy, with the highest volume of work happening before and after the event itself to identify key prospects, arrange meetings in advance, and maintain momentum after the event itself through targeted follow-up activity.
With AI, automated marketing and digital-first engagement, authentic human connection is becoming a significant competitive advantage. Despite increasing costs, trade shows continue to provide unique opportunities for B2B brands looking to build trust and drive sustainable growth with the right approach and strategy.
Read the full article in Growth Business.