Events Successfully Target C-Suite Decision-Makers - eMarketer

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Events Successfully Target C-Suite Decision-Makers

PR is also effective

December 22, 2015

Events like trade shows and conferences are a good way for marketing professionals to network, and they are also the most effective method for engaging C-suite decision-makers, according to October 2015 research.

Success of Select Methods in Targeting C-Suite Decision-Makers According to B2B Tech/Service Marketing Professionals in the UK and US, Oct 2015 (% of respondents)

Chief Nation and Chief Wine Officer polled 171 B2B technology and service marketing decision-makers in the UK and the US from September 2015 to October 2015. Almost half of respondents said that events were very successful methods in targeting C-suite decision-makers. And 51% of B2B tech and service marketers said that events were successful, meaning almost all respondents reported positive results from events.

PR was another method that respondents thought was a good way to target C-suite executives. Almost two-thirds of B2B tech and service marketing professionals said that it was successful. However, only 14% said it was very successful.

Marketing Tactics Used by US* B2B Marketers to Generate Demand, Aug 2015 (% of respondents)

Respondents were somewhat split when it came to social media and direct mail. For example, while 42% of B2B tech and service marketers said it was successful, 49% said it was not.

Online advertising was the least successful method used to target C-level decision-makers, according to 62% of respondents.

Marketers—especially business-to-business marketers—use events, not only to network or target C-suite execs, but also to generate demand. According to an August 2015 study by Bizible, 70.8% of B2B marketers said that they used conferences and trade show booths to generate demand. Email marketing (89.2%), content marketing (82.1%) and SEO (79.2%) were the only tactics that ranked higher.


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