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Some 91% of B2B marketers say they invested some budget in event marketing in 2014, according to a recent report from Regalix.

More than half (57%) of B2B marketers say events were extremely significant for accelerating lead generation/growing their sales pipeline, and an additional 33% say events were somewhat significant.

Most (57%) of the marketers surveyed say they organized only physical events in 2014; 35% conducted a combination of physical and online events; 9% were only virtual.

The most popular type of event was conferences, with 72% of B2B marketers saying they had helped to conduct at least one.

Other popular event types included tradeshows (66%) and exhibitions (55%).

Below, additional key findings from the report, which was based on data from a survey of 212 senior B2B marketing executives.

Objectives

  • 80% of respondents say lead generation and brand building are top objectives for investing in event marketing.
  • 64% say customer engagement is a top objective.

Number of Events

44% of respondents say they conduct or organize more than 10 events per year.

Event Promotion

  • 84% of respondents say email is an effective channel they use to promote events.
  • 68% say their websites and social media pages are effective.

Metrics

76% of respondents say they use the number of leads generated as a metric to measure event effectiveness.

About the research: The report was based on data from a survey of 212 senior B2B marketing executives.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji