Exhibit sales are getting harder – not because demand is disappearing, but because expectations are evolving. Today’s exhibitors aren’t just buying space, they’re investing in outcomes and the promise of qualified leads, meaningful engagement and measurable value. In this session, mdg will share five data-backed insights and the ways in which leading organizers are adapting – from prioritizing high-value audiences and improving discoverability in an answer-first search landscape, to helping their exhibitors show up more effectively before, during, and after the event. Drawing on industry research and real-world applications, this session will explore how a fresh approach can directly support stronger sales conversations, better exhibitor retention, and increased long-term value.