Most exhibitors spend nearly half their budget just getting to the show floor—booth space, travel, shipping, services. By the time the event starts, there’s almost nothing left for strategy or measurement. That’s how event marketing gets stuck in the “cost of doing business” trap. The result? Overbooked schedules, flat ROI, and event teams that feel more like order takers than growth drivers. In this conversation, Matt Kleinrock and Pablo Gonzalez break down the numbers, the hidden ineffici...