CHICAGO — As senior leaders in events, marketing and commercial positions face increasing pressure to demonstrate value, justify investment and adapt to new models of engagement, it’s more important than ever to explore how trade shows are being redefined and measuring exhibitor and sponsor ROI.
Explori, in partnership with Trade Show Executive, is hosting a webinar on Feb. 11, 2026, titled “The Future of Trade Shows: Insights, Activations and ROI Measurement,” to address these critical industry needs.
This webinar will bring together trade show organizers and corporate exhibit leaders to explore their perspectives, including Greg Topalian, Chairman of Clarion Events North America; Dean Armintrout, Senior Director, Global Experiential Marketing at Zendesk; Sarah Gannon, Director, Corporate Events at MathWorks; and Emile Davis, Managing Director, Business Development at the American Institute of Architects. Explori CEO Mark Brewster and TSE’s Managing Editor, Maddy Ryley, will be moderating the event.
Along with a presentation about the key findings from the 2025 Explori Channel Insights Report, the webinar will also cover:
- What exhibitors and sponsors expect from organizers, and where the gaps are
- The role of brand and sponsorship activations in driving value beyond the booth
- How evolving event formats, like the B2B festival approach, are changing engagement and sponsorship expectations
- How organizers and brands can deliver better clarity, credibility and confidence in ROI
You can find more information and register for the webinar here.
