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The Event Marketing
Benchmark Report:
SPRING 2017Summary
To better understand the state of the event marketing landscape in 2017, Certain asked a large sample of marketers at enterprise companies
how events ft into their marketing strategy.
We asked marketers about the efectiveness of events to achieve their goals, the tools they use to execute their events, the number and type
of events they host, and the way they measure event success.
The results show clearly that most marketers agree events are an incredibly efective part of their
marketing strategy. But most of those same marketers are throwing their events without the help of
technological solutions like event management software and lead capture tools. They want more,
better attended events, and they want to fnd ways to better capture, follow up with, and close the
leads they generate.
We thoroughly enjoyed getting a bird’s eye view of the event marketing industry, and we hope you get as much out of the data as we did.
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To capture an accurate and broad perspective on event marketing in 2017, Certain relied on an independent research frm to interview 151
online respondents between April 10, 2017 and April 12, 2017. All respondents are marketing decision-makers at organizations with more
than 1,000 employees.Highlights
5 stars.
69.5% of marketers plan on increasing their spend on events next year.
driving revenue in 2016 (after direct marketing). The least efective tool was
webinars.
(49%) use an efective event management or automation software platform and
less than a third (30.3%) use a technology solution to capture leads at the events
themselves.
at events on the same day. Almost 60% (56.9%) take 4 days or more to follow
up with leads. That might explain why, when respondents were asked about
the biggest challenge to driving results from events, the second most common
answer (after increasing attendance) was lead capture and follow up. As one
respondent put it: “The biggest challenge is the follow up with the clients.”
The biggest
challenge is
the follow
up with the
clients.
”
“
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