Trade shows and other events have been shown to be effective across all the stages of the buyer’s journey, with B2B demand generation marketers saying that in-person events are their best performing top of the funnel tactic.
So, how big is the trade show market?
PwC has some answers in its latest Global Entertainment & Media Outlook.
As part of its analysis, PwC examined the broader B2B market in the US, which is made up of the following areas: Business Information; Directory Advertising; Trade Shows; Professional Books; and Trade Magazines.
Of those, the trade show market has one of the fastest growth rates, with a projected compound annual growth rate of 4.3% from 2018 through 2023.
This year, PwC estimates B2B trade shows to be a $15.7 billion market in the US, with that figure growing to $18.5 billion in 2023.
This puts the US share of the global B2B trade show market at just under half (46%) of the global total ($34.4 billion) this year, a percentage that will remain roughly constant through 2023, when the global market is expected to reach $40.1 billion. Read the rest at Marketing Charts.
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