How buyer-supplier relationships endure a trade show void
With many B2B suppliers struggling to hold onto revenue streams as corporate buyers cancel orders and withhold payment, finding new customers is critical to surviving the volatility. Digitization and automation in B2B customer outreach has enabled marketing and sales teams to elevate the volume of interactions with potential new clients — but in B2B sales, human interaction reigns. The unfortunate truth, however, is that sellers’ top source of person-to-person customer outreach — trade shows — are no longer an available sales avenue.
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