B2B Event Marketing 2017: How the Event Stack Bridges Offline and Online - eMarketer
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B2B Event Marketing 2017: How the Event Stack Bridges Offline and Online

eMarketer Report

By: eMarketer

Published: July 11, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Face-to-face events remain an extremely valuable marketing touchpoint used by business-to-business (B2B) marketers to reach buyers and move them down the funnel. As digital marketing tactics become more measureable and data-driven by means of marketing technology, in-person events must follow suit to justify the spend for competing dollars.

  • B2Bs host in-person events to accelerate the sales pipeline and drive revenue through experiences that nurture attendees.
  • Events take up a considerable piece of B2B companies’ marketing budgets, but as digital touchpoints become more measureable, channel competition for marketing dollars is likely to become stiffer.
  • To better justify the time and money events require, it’s becoming more important to bridge any disconnect that may exist between offline events and online marketing efforts. Data-driven intelligence will help show how offline touchpoints affect the path to purchase.
  • An event technology stack can bridge the online/offline divide. Attendee data collected at in-person events is a critical component that’s being captured via mobile apps, beacons, RFID and other technologies.
  • The event stack needs to be seamlessly integrated with existing marketing technology and customer relationship management (CRM) systems if its data is going to be used to personalize and otherwise improve future marketing communications.
  • Digitized event data enables B2B marketers to better gauge the success and return on investment (ROI) of in-person events. With attribution, B2Bs are working to better understand how an event influences the buyer’s journey.

"More than three-fourths of US marketing decision-makers rated their company’s effectiveness at driving business results (such as demand generation and pipeline acceleration) from in-person events as high, according to an April 2017 survey from Certain."

Table of Contents

In-Person Events Continue to Thrive in a Digital World

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The Event Technology Stack Transforms B2B Events

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Event Success: Proving ROI

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12 charts are included in the full report:

B2B Event Marketing 2017: How the Event Stack Bridges Offline and Online

US Marketing Decision-Makers' Rating of Their Company's Effectiveness at Driving Business Results* from In-Person Events, April 2017 (% of respondents)

In-Person Events Continue to Thrive in a Digital World

Effective Marketing Tactics According to US Professional Association Employees, 2014-2017 (% of respondents)

Importance of Face-to-Face Events in Accelerating the Sales Pipeline and Driving Revenues According to Event Professionals in North America, Sep 2016 (% of respondents)

Information Sources Used by IT and Business Professionals in North America, Oct 2016 (% of respondents)

Justifying Event Spending

Percent of 2016 Budget Spent on Events According to US Marketing Decision-Makers (% of respondents)

Leading Areas for Marketing Spending According to US B2B Marketing and Management Professionals, Oct 2016 (% of respondents)

The Event Technology Stack Transforms B2B Events

Most Important Event Technologies According to Event Professionals in North America, Sep 2016 (% of respondents)

Integrating Event Data into the CRM

Marketing Automation/CRM Platforms that US Marketing Decision-Makers Integrate with Event Data, April 2017 (% of respondents)

Length of Time that Their Company Takes to Follow Up on Event Leads According to US Marketing Decision-Makers, April 2017 (% of respondents)

Areas Where Event Professionals in North America Want to See More Technology Innovation, Sep 2016 (% of respondents)

Event Success: Proving ROI

US B2B Media Industry Event Revenues, 2010-2016 (billions, % change and % of total revenues)

Pipeline Acceleration and Long-Term Revenue

Metrics Used to Measure Success of In-Person Events According to US Marketing Decision-Makers, April 2017 (% of respondents)