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Lighting up Dark Leads at Corporate Events | New CMO Council Report Weighs In

April 23, 2013

light up dark leadsA chronic pain associated with B2B events– be they trade shows, industry conferences or other types of corporate events– is the fact that Marketing ROI is near impossible to determine.  Folks who invest precious portions of their stagnant or shrinking marketing budget to participate in face-to-face events… sponsorships, speaking engagements, booth space… struggle to quantitatively generate an ROI.   This is something Dazzmobile is working hard to fix.  Forever.

Without being able to calculate ROI, event marketing continues to fall behind a growing number of marketing-spend alternatives that offer automated, turnkey ROI stats including email, SEO/SEM and web banner and display ads.

This morning the CMO Council published findings from its study. Customer Attainment From Event Engagement.  Here are some highlights thanks to a write-up over at MarketingProfs.com

  • Even as events remain a vital part of the marketing mix, and a key channel for direct one-to-one customer engagement, marketing executives—lacking visibility into the conversion pipeline—don’t have sufficiently effective methods for measuring the impact of events and tradeshows on sales and revenue (and therefore can’t prove ROI).
  • Nearly 9 in 10 surveyed brand marketers (89%) say events still hold some level of importance and value for their organization, with 31% considering them essential, according to the study
  • However, just 6% of marketers say their company does extremely well in converting tradeshow leads into customer business, and only 8% say their companies are highly proficient at developing relationships, closing deals, and acquiring customer insights at events, the study found.
  • Marketers view events primarily as revenue-driving opportunities:
    • 64% look to source new prospects and business opportunities via events.
    • 63% hope to gather and cultivate leads.
    • 60% seek face-to-face meetings with clients and prospects.
  • Asked what they would like to improve most regarding their event marketing…
    • 35% cited improved strategy, planning, and outcomes.
    • 32% said data collection.
    • 31% said taking advantage of speaking opportunities.
    • 30% cited post-event reporting and analytics.
  • Asked what they would like to improve most regarding their event marketing…
    • 35% cited improved strategy, planning, and outcomes.
    • 32% said data collection.
    • 31% said taking advantage of speaking opportunities.
    • 30% cited post-event reporting and analytics.
  • Though Marketing still finds value in events, 40% are cutting back on big shows in favor of more targeted gatherings, and 44% are choosing to host their own customer-centric events.

If you are a B2B Event Organizer, this study should come as no surprise and it comes with some good news:  The vast majority of Potential Attendees still see events like yours as a great place to source new prospects and business opportunities.  But here’s the bad news: until you can offer solid means to determine ROI, their ranks will continue to thin.

Let us know when you are ready to discuss how Dazzmobile’s platform can light up your event’s dark leads.  We’re dying to tell you about it.

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