Live Webinar: How buyers prepare today – and how to be found

08.01.2026 - How do buyers make decisions at B2B wine trade fairs?

I explored this question last year as part of my master’s thesis in collaboration with the University of Applied Sciences Burgenland. In a comprehensive study, we analysed how trade visitors prepare for their fair visits, which information they consider most relevant, and the criteria they use to select exhibitors and products.

The insights gained have flowed directly into the further development of our digital services—from optimised filter categories and more informative exhibitor profiles to clearly structured product information. The goal is to provide B2B buyers with precise and efficient orientation, while giving exhibitors greater visibility among their most relevant target groups.

In next week’s training sessions, we will share exclusive insights into the current search and decision-making behaviour of B2B buyers. In addition, we will demonstrate in practical terms how you can strategically design your exhibitor profile to ensure visibility exactly where purchasing decisions are being prepared.