How NI sustained demand generation in the absence of live events

When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.

Lockdowns have had a profound impact on many B2B companies, for which live industry events have often been a crucial source of business. At NI, formerly National Instruments Corporation, the date of March 14 is etched in the mind of Ana Villegas, Vic

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