Conferences, tradeshows, and webinars are the top three event types that businesses take part in to engage with current or potential customers, according to a recent report from Demand Metric and Attend.
The report was based on data from a survey conducted in August and September 2015 of 202 businesses (68% B2B-focused, 11% B2C-focused, 21% mixed).
Some 80% of the businesses surveyed say they either host or take part in conferences, 69% host/attend tradeshows, and 55% take part in webinars.
Other popular event types are partner events (44% engage in), company-hosted field events (39%), and user group meetings (29%).
Below, additional key findings from the report.
Customer Engagement
Nearly three-quarters (73%) of respondents say events are one of the better sales and marketing approaches that a firm can employ to engage customers.
New Customers
Some 65% of respondents say that less than half of their new customers are reached via events.
ROI
Almost three-quarters (73%) of respondents say they see positive ROI from events, 8% say they break even/lose money, and 19% don't know/don't measure.
About the research: The report was based on data from a survey conducted in August and September 2015 of 202 businesses (68% B2B-focused, 11% B2C-focused, 21% mixed).
