Benchmark Report - Event and Tradeshow Managers
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The document is a benchmark report that summarizes the results of a survey of event and tradeshow managers. It finds that the top goal of sponsors is lead generation, but the biggest challenges are lack of ROI and lead follow up. The most successful strategy identified is meeting with clients at events. Areas needing improvement include lead generation, lead follow up, and promotion. Email marketing is the most common way to promote attendance. The report recommends better targeting prospects and following up with leads to improve ROI.
Benchmark Report - Event and Tradeshow Managers
- 1. BENCHMARK REPORTGENERATING THE MOST ROI FROM EVENTS & TRADESHOWS
- 2. BENCHMARK REPORT 2 ZoomInfo recently surveyed event and tradeshow managers in order to better understand their successes and pain points. The purpose of this survey was to compile the results and create a benchmark report so you can maximize your own lead generation efforts. About this Report
- 3. BENCHMARK REPORT 3 With the right strategy in place, sponsoring and exhibiting at tradeshows is a great way to build brand awareness, generate more leads, meet with prospects and clients, and check out what the competition is doing. ZoomInfo recently surveyed marketing events & tradeshow managers to get insight on where they’re having success and the challenges they face. BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW: The findings in this report include five graphs that analyze the goals, challenges, most successful strategies, where there’s room for improvement, and tactics for promoting attendance at events and tradeshows. The report can be used to benchmark how your current strategy is doing compared to other organizations, increase ROI, and drive more revenue. TABLE OF CONTENTS 4 Goals for tradeshow sponsorship 5 Biggest challenge over the past 12 months 6 Most successful lead generation + ROI strategy 7 Room for improvement 8 Promoting attendance 9 Conclusion When sponsoring an event or tradeshow, 58% of marketing events tradeshow managers reported that lead generation is their biggest goal Events and tradeshows aren’t cheap to sponsor or attend, so it’s shocking that 38% of events tradeshow managers reported ROI as their biggest challenge and 36% said lead follow up was their biggest challenge Meeting with clients at events and tradeshows has proven to be the most successful strategy for lead generation and ROI, according to 54% of those surveyed Following up with leads (53%) and lead generation (38%) are two areas that respondents reported need improvement Email marketing proved to be the most popular channel to promote attendance at events and tradeshows, as reported by 67% of respondents 58% 38% 36% 54% 38% 67% 53%
- 4. BENCHMARK REPORT 4 Goals for tradeshow sponsorship RECOMMENDATION Sponsors are typically able to obtain a list of the companies attending, and sometimes these lists even include the names. However most of the time email addresses aren’t included. We recommend filling in the missing information, such as email address, direct dial phone number, title, company, revenue, and more, so you can run a successful campaign and generate more leads. 44% 57% 39% 18% THOUGHT LEADERSHIP BRANDING LEAD GENERATION CUSTOMER RELATIONSHIPS * Respondents selected all that applied. SUMMARY When sponsoring an event or tradeshow, 58% of marketing events tradeshow managers reported that lead generation is their biggest goal, however 38% said there’s room for improvement in their lead generation strategy.
- 5. BENCHMARK REPORT 5 The biggest challenge over the past 12 months RECOMMENDATION Generate more ROI by running targeted campaigns before the tradeshow by building campaigns with the exact prospects you’re looking for. By doing this, you can send relevant messages to attendees before, during, and after the show. This will help you build brand awareness, generate more leads, and ensure you’re following up with leads. 36% Lead followup 16% Promotion 11% Logistics 38% ROI 16% Rising costs of tradeshows 38% 16% 16% 11% 36% SUMMARY Events and tradeshows aren’t cheap to sponsor or attend, so it’s shocking that 38% of events tradeshow managers reported ROI as their biggest challenge and 36% said lead follow up was their biggest challenge. * Respondents selected all that applied.
- 6. BENCHMARK REPORT 6 Most successful lead generation + ROI strategy RECOMMENDATION According to those surveyed, 54% reported that meeting with clients at events and tradeshows has proven to be the most successful strategy for lead generation and ROI. 54% 28% 22% 15% 13% CLIENT MEETINGS SPEAKING ENGAGEMENTS SPONSORSHIP OF TRADESHOW PARTIES OTHER ROUNDTABLES * Respondents selected all that applied. SUMMARY If you’re not currently sending targeted email campaigns prior to the event to setup meetings with prospects or clients attending the show, you’re missing out on a big opportunity to generate more leads and increase ROI.
- 7. BENCHMARK REPORT 7 Room for improvement RECOMMENDATIONS Create sophisticated queries of tradeshow attendees in real time. Doing so allows you to target business professionals attending the show, promote your attendance and build brand awareness by building targeted email campaigns, and generate more leads. 38% LEAD GENERATION 53% LEAD FOLLOW UP 32% PROMOTION SUMMARY Survey respondents reported that following up with leads (53%), lead generation (38%), and promoting their organization’s attendance (32%) were areas they needed to improve. * Respondents selected all that applied.
- 8. BENCHMARK REPORT 8 Promoting Attendance RECOMMENDATION Email campaigns are a great way to inform customers and prospects you’ll be sponsoring a show and build brand awareness. For these types of campaigns to be successful, it’s crucial that you’re targeting the right people with relevant messaging. 14% I Don’t Promote My Organization’s Attendance 67% Email Marketing 51% Social Media Campaigns/ Advertising 29% Co-marketing 20% Telemarketing/ Phone Calls SUMMARY Email marketing campaigns proved to be the most popular channel to promote attendance at events and tradeshows, as reported by 67% of respondents. * Respondents selected all that applied.
- 9. BENCHMARK REPORT 9 for more information or a free trial Contact Conclusion Lead generation and ROI were a common trend throughout the survey responses, both as goals and where there’s room for improvement in current strategies. In order to generate more leads and increase ROI your organization needs to segment existing data, target the right contacts, and send relevant messages to recipients. A B2B data provider, such as ZoomInfo, can help you with this.