How Businesses Are Using Events to Reach Customers

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by Ayaz Nanji

Conferences, tradeshows, and webinars are the top three event types that businesses take part in to engage with current or potential customers, according to a recent report from Demand Metric and Attend.

The report was based on data from a survey conducted in August and September 2015 of 202 businesses (68% B2B-focused, 11% B2C-focused, 21% mixed).

Some 80% of the businesses surveyed say they either host or take part in conferences, 69% host/attend tradeshows, and 55% take part in webinars.

Other popular event types are partner events (44% engage in), company-hosted field events (39%), and user group meetings (29%).

Below, additional key findings from the report.

Customer Engagement

Nearly three-quarters (73%) of respondents say events are one of the better sales and marketing approaches that a firm can employ to engage customers.

New Customers

Some 65% of respondents say that less than half of their new customers are reached via events.

ROI

Almost three-quarters (73%) of respondents say they see positive ROI from events, 8% say they break even/lose money, and 19% don’t know/don’t measure.

About the research: The report was based on data from a survey conducted in August and September 2015 of 202 businesses (68% B2B-focused, 11% B2C-focused, 21% mixed).