Events are infrequent but important. According to a survey we conducted in partnership with Researchscape, 97% of respondents who attend at least three events per year say that events have influenced their decision to choose a vendor. That’s an astonishing number.

You might be tempted to exhibit at an event every week as a result, but that’s a game of rapidly diminishing returns. The way to get the most value is to select a handful of high-impact events and market tirelessly and strategically year-round.

Read the rest at Forbes.