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The State of B2B Event Marketing

by Ayaz Nanji  |  
December 17, 2014
  |  3,606 views

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.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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

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