This is not 2008

I can still remember what happened during the financial crisis of 2008, in which most business-to-business (B2B) companies decided to play it safe and cut their marketing budgets.

I was therefore happy to hear that the company has already adopted a new strategy of shifting the funds allocated to participation in exhibitions to double the investment in online marketing.

On reflection, such a move makes perfect sense.

Add to this the fact that a growing number of organizations are these days minimizing all face-to-face meetings with the inevitable result that they must change their digital strategy and turn it into their key source of lead generation.