The world of B2B marketing has seen a seismic shift over the past few years, driven largely by technological advancements. One of the most significant drivers of this change is the rise of artificial intelligence (AI), which is opening up innovative ways to communicate and connect. However, this progress resulted in flooding our screens with an overwhelming volume of content. In fact, according to Statista, global digital data generation is expected to hit 175 zettabytes (ZB) by 2025 – that’s 175 trillion terabytes. By 2035, this figure is projected to skyrocket to 2,142 ZB[1], more than 10 times today’s volume.

While AI technologies like generative content tools, predictive data analytics, and chatbots have transformed how companies engage with audiences, they’ve also led to content fatigue. This transformation is a double-edged sword for marketers: while technology creates new opportunities, it also intensifies competition in an increasingly crowded digital landscape. With so many AI-generated blogs, articles, emails, and posts flooding platforms, distinguishing valuable insights from noise is harder than ever. Surveys show B2B decision-makers spend significant time sifting through content that’s repetitive or irrelevant[2].

In a world where information is everywhere – blogs, webinars, reviews – credibility has become the ultimate currency. Who do you trust? For brands navigating this complex digital landscape, trust is paramount. While publishing news on credible media platforms is crucial, B2B companies are realising that authentic connections go beyond digital. In this sea of content, face-to-face interaction is making a comeback. Amid the noise, trade shows offer B2B companies a unique opportunity to cut through the clutter. These events aren’t just places to showcase products – they’re platforms for building credibility, fostering direct connections, and creating meaningful engagement. As revealed in the 2025 State of Events and Industry Benchmarks[3], there is clear demand for real-world engagement. Why? Because authenticity resonates in ways that even the smartest algorithms cannot replicate. Unlike the uncertainty often associated with AI-built content, face-to-face communication at trade shows prioritises clarity and trust-building, two critical components of effective marketing.

On the other hand, AI’s influence isn’t just reshaping communication strategies; budgetary realities are also steering businesses towards a more strategic use of resources. According to survey data from Plural Strategy[4], many companies are focusing on fewer, high-impact events and prioritising flagship trade shows like Labelexpo, while reducing attendance at smaller shows. This approach allows B2B businesses to engage decision-makers in environments full of opportunity, rather than risking lower returns at fragmented events. This shift means the stakes at major trade shows are higher than ever, with more businesses vying for attention and opportunities in one concentrated space. Success on the exhibition floor, where competition is fiercer than ever, hinges on a smart, well-executed communication strategy. The right communication strategy ensures that a company’s presence doesn’t fade as another name among exhibitors but stands out as a meaningful interaction that attendees remember. This starts with crafting clear, engaging messages that truly connect with your audience. Certainly, AI has become an indispensable tool in this process, offering solutions like marketplace AI agents, personalised attendee matchmaking and AI-powered lead capture, which elevate booth engagement. These technologies ensure your messaging reaches the right people, boosting conversion and creating lasting impressions.

The true power lies in blending AI-driven tools with effective communication strategies to amplify your impact. While AI analytics and personalisation are essential, traditional media tactics and strategic advertising remain invaluable when integrated thoughtfully during shows. Engaging directly with key journalists and media contacts at events can help build meaningful relationships that extend beyond the occasion itself. Coupling targeted media outreach and advertising during the event ensures that the narrative reaches the intended audience. Whether hosting press conferences or scheduling one-on-one briefings, engaging with the media provides a platform to convey messages clearly and effectively. By combining these traditional approaches with insights gathered around the events through social media listening, B2B can create a well-rounded strategy that fosters engagement and drives impactful results even after the show.

At Bespoke, we specialise in helping B2B companies maximise their presence at pivotal industry events like Labelexpo. From crafting impactful show messaging to generating buzz around your business, enhancing media outreach, and tracking your show’s impact with detailed social listening reports, we help you ensure your investment translates into measurable success.

Get in touch today to customise an event communication strategy that sets you apart ahead of Labelexpo. Together, we’ll make your brand the highlight of the show.

[1] https://www.statista.com/chart/17727/global-data-creation-forecasts/

[2] https://www.prweek.co.uk/article/1729330/edelman-linkedin-study-market-oversaturated-poor-quality-thought-leadership

https://contentmarketinginstitute.com/career-salary-outlook/3-hot-takes-bad-thought-leadership-irrelevant-content-and-a-new-media-network

[3] https://www.bizzabo.com/blog/get-2025-events-benchmark report#:~:text=The%20events%20industry%20is%20entering,a%20desire%20for%20more%20events.

[4] Plural Strategy Group 2025 | Marketing Spend Outlook | B2B edition