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.
Number of Events
44% of respondents say they conduct or organize more than 10 events per year.
- 84% of respondents say email is an effective channel they use to promote events.
- 68% say their websites and social media pages are effective.
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.