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.
- 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.
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