Gartner's 2026 mainstream marketing predictions have just landed, and if you run exhibitions or conferences, a few of them are closer to home than you might expect. Not all five are relevant to the events industry, but three of them describe problems that are already live for organiser marketing teams right now. Here's the Marketing Alchemist read on what they actually mean and what to do about them.

Event data acquisition divides into acquisition method, nurturing architecture, and validation protocol. Each component determines conversion velocity and cost efficiency. This guide provides operational frameworks and copy-paste prompts for systematic data building.

In the fast-moving world of exhibition and conference marketing, a new normal has taken hold. Every LinkedIn feed now brims with promises of data-driven insight and AI-fueled intelligence. Yet, beneath the glossy veneer, a quiet sameness runs through it all. Campaigns sound alike, strategies blur into one another, and despite the new vocabulary, the outcomes feel oddly familiar. Shaping the future of [Insert Sector here].