Executives Address Current 

Challenges for B2B Media

B2B Media Leaders Share Their Gold at MGES

• Economic Headwinds Slow Sales Cycles: Geopolitical events and tariffs are causing significant caution among B2B buyers, leading to prolonged decision-making processes that require more persistent and strategic marketing efforts.
• Integrated Media Strategy is Non-Negotiable: The most effective marketing plans combine print, digital, events, and data. Media partners should be positioned as strategic consultants capable of building customized, multi-platform campaigns.
• The Lead Follow-Up Gap is a Major Client Problem: Many companies fail to capitalize on marketing-generated leads due to a lack of internal follow-up processes. This presents an opportunity for media companies to offer value-added services like lead qualification and appointment setting.
• Research Uncovers Critical Perception Gaps: Companies frequently misjudge their brand's standing in the marketplace. Commissioning research can provide the objective data needed to justify and guide marketing strategy.
• High-Value Events Prove Resilient: Curated matchmaking events that guarantee high-level interactions and provide deep customer intelligence are proving more durable and valuable than traditional exhibition models, especially in uncertain economic times.
• AI Is a Tool for Strategy, Not Just Content: While AI-generated content is viewed critically, advanced AI platforms are emerging as powerful tools for business planning, research synthesis, and strategic development.

2026 © Simonsen Sales & Marketing, LLC.