Which Events Are Most Attended by B2B Marketers? - eMarketer

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Which Events Are Most Attended by B2B Marketers?

Press conferences are least attended

December 28, 2015

Events are one way for business-to-business (B2B) marketers to engage and advance their relationships with customers. According to September 2015 research, conferences are the top event type that they host or attend.

Types of Events that US B2B Marketers* Have Hosted or Attended, Sep 2015 (% of respondents)

Data from Demand Metric looked at the types of events that US B2B marketers have hosted or attended. Conferences (80%), trade shows (69%) and webinars (55%) were the top event types that these marketers participated in.

Additionally, 44% of respondents have hosted or attended partner events, and more than one-third have gone to company-hosted field events. Press conferences and executive briefings were the least-hosted or -attended events.

B2B marketers also find that events like conferences are a good way to network, and are an effective method for engaging C-suite decision-makers.

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)

According to October 2015 data from Chief Nation and Chief Wine Officer, almost half of B2B tech and service marketing professionals in the UK and US said that events were very successful methods in targeting these high-level decision-makers.

And 51% of B2B tech and service marketers said that events were successful. In fact, almost all respondents reported positive results from events.


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