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Published: July 11, 2017
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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.
"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."
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US Marketing Decision-Makers' Rating of Their Company's Effectiveness at Driving Business Results* from In-Person Events, April 2017 (% of respondents)
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)
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)
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)
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