With the cancellation of big industry events, including SXSX, Expo West and the Adobe Summit, brands, especially B2B, are seeing a challenge. Large portions of marketing budgets are invested to speak, exhibit and attend industry events, but not all opportunities should be lost. Brands that want to take concrete action should be thinking about how else they can reach their target audiences that attend these trade shows. For example, tapping into Dunn & Bradstreet data segments to power account-based marketing, and leverage data that analyzes job titles, allows brands to reach B2B audiences on LinkedIn and industry publications. For B2C brands, companies should take advantage of the recent drop in CPMs, to support brand awareness objectives, that were derailed due to event cancellations.