2017事件营销基准报告_19页-7mb

Event Marketing Benchmark Report - Spring 2017 Summary

Core Content

This report provides insights into the state of event marketing in 2017, based on responses from 151 enterprise marketers. It highlights the effectiveness of events in driving business results, the challenges they face, and the technologies they use to manage and measure their events.

Main Findings

Effectiveness of Events

• Most marketers (76.8%) rate their organization's ability to drive business results from in-person events as 4 or 5 stars on a 1-5 scale.
• Events are considered the second most effective tool for driving revenue in 2016, after direct marketing.
• Webinars are the least effective tool for driving demand and revenue.

Budget Allocation

• 57.6% of marketers spend more than 25% of their annual budgets on events.
• 69.5% of marketers plan to increase their event marketing spend in 2017.

Event Management and Lead Capture

• Only 49% of marketers use an effective event management or automation software.
• Less than a third (30.3%) use lead capture tools at events.
• 94% of marketers are unable to follow up with leads on the same day.
• 56.9% take 4 days or more to follow up with leads.
• Lead capture and follow-up is identified as the second biggest challenge in driving results from events.

Promotional Channels

• The most effective channel for promoting in-person events is social media.
• Email marketing and direct marketing are also widely used.

Event Types and Frequency

• Conferences and trade shows are the primary event types hosted or sponsored.
• On average, organizations host 4.2 events per year.
• Sponsoring events is less frequent, with an average of 1.8 events per year.

Team Involvement

• Typically, 3.4 people are involved in the event lifecycle across the organization.

Metrics for Measuring Success

• Marketers use a variety of metrics to measure event success, including:
  • Lead generation
  • Attendance numbers
  • Engagement rates
  • Revenue generated
  • Brand awareness

Event Technologies

• The most important technologies for successful events, ranked by average importance:
  1. Event management / automation - 3.05
  2. Registration management - 3.23
  3. Event & session check-in - 3.28
  4. Lead capture - 3.43
  5. Session polling and surveys - 3.83
  6. Mobile app - 4.17

Key Information

• Event marketing is widely recognized as an effective strategy for generating demand and revenue.
• Despite its effectiveness, many marketers are not leveraging technology to enhance event execution and lead follow-up.
• Follow-up is a significant challenge, with most marketers taking more than a few days to engage with leads.
• Social media is the most effective promotional channel, followed by email marketing and direct marketing.
• Conferences and trade shows are the primary event types, and event management software is increasingly seen as essential for success.
• Marketing automation and CRM platforms are commonly integrated with event data, though the specific tools vary.

Conclusion

The report underscores the importance of events in the marketing strategy of enterprise companies, highlighting a clear need for better technology integration to improve lead capture, follow-up, and event execution. While events are effective, the lack of technological support hinders their full potential. Marketers are increasingly aware of this gap and are planning to increase their investment in event marketing in 2017.