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The Power of In-Person Events

The Power of In-Person Events. __ ____ _______ __________. A presentation of results from a study conducted by Forrester Consulting on behalf of American Business Media. __________ _______ ____ __. Background. American Business Media commissioned

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The Power of In-Person Events

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  1. The Power of In-Person Events __ ____ _______ __________ A presentation of results from a study conducted by Forrester Consulting on behalf of American Business Media __________ _______ ____ __

  2. Background American Business Media commissioned Forrester Consulting to conduct an independent analysis of the trends in spend across 21 categories of B-to-B advertising. The results are based on 867 marketers.

  3. Events Online 15% 17% Other Direct Mail 6% 9% Directories 3% Trade magazines 7% TV and radio 15% General publications Marketing 12% communications 16% Marketers invest a significant portion of their budgets on in-person events. And for good reasons! (Base: 867 US B-to-B Marketers; Source: Forrester Consulting Services for ABM)

  4. “In-person events” are considered the #1 marketing tactic used to effectively build brand image

  5. “In-person events” are considered the #1 marketing tactic used to generate qualified leads

  6. Conclusion In-Person Events are a powerful tool for branding and lead generation. They should be a significant component of B-to-B marketing programs.

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