BENCHMARK REPORTGENERATING THE MOST ROI FROM EVENTS & TRADESHOWS

BENCHMARK REPORT 2

ZoomInfo recently surveyed event and tradeshow managers in order to better understand their successes and pain points.

The purpose of this survey was to compile the results and create a benchmark report so you can maximize your own lead generation efforts.

About this Report

BENCHMARK REPORT 3

With the right strategy in place, sponsoring and exhibiting at tradeshows is a great way to build brand awareness, generate more leads, meet with prospects and clients, and check out what the competition is doing. ZoomInfo recently surveyed marketing events & tradeshow managers to get insight on where they’re having success and the challenges they face.

BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW:

The findings in this report include

five graphs that analyze the goals,

challenges, most successful

strategies, where there’s room

for improvement, and tactics for

promoting attendance at events

and tradeshows. The report can be

used to benchmark how your current

strategy is doing compared to other

organizations, increase ROI, and

drive more revenue.

TABLE OF CONTENTS4 Goals for tradeshow sponsorship

5 Biggest challenge over the past

12 months

6 Most successful lead generation

+ ROI strategy

7 Room for improvement

8 Promoting attendance

9 Conclusion

When sponsoring an event or tradeshow,

58% of marketing events & tradeshow

managers reported that lead generation is

their biggest goal

Events and tradeshows aren’t cheap to

sponsor or attend, so it’s shocking that 38%

of events & tradeshow managers reported

ROI as their biggest challenge and 36% said

lead follow up was their biggest challenge

Meeting with clients at events and tradeshows

has proven to be the most successful strategy

for lead generation and ROI, according to

54% of those surveyed

Following up with leads (53%) and lead

generation (38%) are two areas that

respondents reported need improvement

Email marketing proved to be the most

popular channel to promote attendance at

events and tradeshows, as reported by 67%

of respondents

58%

38% 36%

54%

38%

67%

53%

BENCHMARK REPORT 4

Goals for tradeshow sponsorship

RECOMMENDATION

Sponsors are typically able to obtain

a list of the companies attending,

and sometimes these lists even

include the names. However most

of the time email addresses aren’t

included. We recommend filling in

the missing information, such as

email address, direct dial phone

number, title, company, revenue, and

more, so you can run a successful

campaign and generate more leads.

44%

57%

39%

18%THOUGHTLEADERSHIP

BRANDING

LEAD GENERATION

CUSTOMERRELATIONSHIPS

* Respondents selected

all that applied.

SUMMARY

When sponsoring an event or

tradeshow, 58% of marketing events

& tradeshow managers reported that

lead generation is their biggest goal,

however 38% said there’s room for

improvement in their lead generation

strategy.

BENCHMARK REPORT 5

The biggest challenge over the past 12 months

RECOMMENDATION

Generate more ROI by running

targeted campaigns before the

tradeshow by building campaigns

with the exact prospects you’re

looking for. By doing this, you

can send relevant messages to

attendees before, during, and after

the show. This will help you build

brand awareness, generate more

leads, and ensure you’re following up

with leads.

36% Lead followup

16% Promotion

11% Logistics

38% ROI

16% Rising costs of tradeshows

38%16%

16%

11%

36%

SUMMARY

Events and tradeshows aren’t

cheap to sponsor or attend, so

it’s shocking that 38% of events &

tradeshow managers reported ROI

as their biggest challenge and 36%

said lead follow up was their biggest

challenge.

* Respondents selected all

that applied.

BENCHMARK REPORT 6

Most successfullead generation + ROI strategy

RECOMMENDATION

According to those surveyed, 54%

reported that meeting with clients at

events and tradeshows has proven

to be the most successful strategy

for lead generation and ROI.

54%

28% 22%15% 13%

CLIENT MEETINGS SPEAKINGENGAGEMENTS

SPONSORSHIP OFTRADESHOW PARTIES

OTHER ROUNDTABLES

* Respondents selected all that applied.

SUMMARY

If you’re not currently sending

targeted email campaigns prior to

the event to setup meetings with

prospects or clients attending the

show, you’re missing out on a big

opportunity to generate more leads

and increase ROI.

BENCHMARK REPORT 7

Room for improvement

RECOMMENDATIONS

Create sophisticated queries of

tradeshow attendees in real time.

Doing so allows you to target business

professionals attending the show, promote

your attendance and build brand awareness

by building targeted email campaigns, and

generate more leads.

38% LEAD

GENERATION 53%

LEAD

FOLLOW UP

32% PROMOTION

SUMMARY

Survey respondents reported that

following up with leads (53%), lead

generation (38%), and promoting

their organization’s attendance

(32%) were areas they needed to

improve.

* Respondents selected all that applied.

BENCHMARK REPORT 8

Promoting Attendance

RECOMMENDATION

Email campaigns are a great way

to inform customers and prospects

you’ll be sponsoring a show and

build brand awareness. For these

types of campaigns to be successful,

it’s crucial that you’re targeting the

right people with relevant messaging.

14%I Don’t Promote

My Organization’s

Attendance

67% Email

Marketing

51%

Social Media

Campaigns/

Advertising

29%

Co-marketing

20%

Telemarketing/

Phone Calls

SUMMARY

Email marketing campaigns proved

to be the most popular channel to

promote attendance at events and

tradeshows, as reported by 67% of

respondents.

* Respondents selected all that applied.

BENCHMARK REPORT 9

for more informationor a free trial

ContactConclusion Lead generation and ROI were a common

trend throughout the survey responses,

both as goals and where there’s room for

improvement in current strategies.

In order to generate more leads and

increase ROI your organization needs to

segment existing data, target the right

contacts, and send relevant messages to

recipients. A B2B data provider, such as

ZoomInfo, can help you with this.