Certain’s benchmark survey revealed that while nearly 70% of respondents plan to invest more money on events in 2017 than in 2016, less than half are currently incorporating event automation/management solutions into their event strategies, a step that could greatly increase ROI following an event.
The survey showed that most marketers agree events are an incredibly effective 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 find ways to better capture, follow up with, and close the leads they generate.
With more than half of those surveyed reporting that they produce 50 or more events per year, it’s clear that in-person events continue to be a relevant method for brands to make meaningful 1:1 connections with potential customers. However, with a majority of respondents reporting that they take four days or longer to follow up on leads generated during events, there is room for improvement in capitalizing on solutions and tools that allow marketers to better use data to qualify and follow up on leads and could greatly increase the results from these events.
Additional findings from the survey
- 67 percent of respondents plan to use 11 to 50 percent of their 2017 marketing budget on events
- 39 percent of respondents said they rely on the involvement of 100 or more employees during the event lifecycle of an in-person event
- 76.8% gave their events four or five stars (out of five) for driving demand generation
- 69.5% of respondents reported that they would seek to increase their marketing spends on events in 2017.
- On average, events were identified as the second most effective marketing tactic (after direct marketing) over content marketing, email marketing, paid search advertising, and webinars.