International travel restrictions and health considerations limit physical attendance of trade shows, conferences, and corporate events for the foreseeable future. Invest for standbuilding and space remain the same while attendance drops significantly. Exhibition industry sources expect attendance of global shows to be halved in 2021. New leads and extended reach need to be built with other channels. Moving all marketing online is not an alternative either. Especially in the B2B environment people are suffering increasingly of “Zoom fatigue”.