Arming You With Metrics to Measure Event ROI
In today’s data-driven climate, phrases such as “numbers don’t lie” or “numbers rule” have gained so much critical currency as to become veritable mottos in business. This is especially true for marketing departments. Numbers in the form of marketing metrics, marketing statistics and benchmarks are de rigueur. Indeed, as marketing departments evolve slowly from traditional marketing through demand generation to reach revenue marketing, marketers are increasingly being held accountable for return on investment– you know, those pesky numbers. How many visitors did we get to our website last month? How many leads did we generate from our new e-book? What is our email campaign CTR rate? What is our CAC ratio and how can we get that number down? These are common questions causing heart rates to increase throughout today’s marketing departments.
However, for event marketers and demand generation specialists who are often responsible for events, a massive segment of department activity that takes up almost 30% of marketing spend, the “numbers” mantra is rapidly morphing into an “Event ROI” mandate. Event marketers and demand generation specialists are now being asked: How many leads did we get from this event? How many will convert into opportunities? How much revenue did we generate? In short, what are the numbers? And where is my credible Event ROI?
But what if you don’t have the numbers? No, seriously. What if you don’t have the data–the raw numbers–to determine your event success? And even if you have marketing automation and event management software in place to collect data, that doesn’t mean your sales, marketing, and executive team have agreed on the metrics you will use to determine event success. What marketers often fail to realize is that successful events always begin with developing realistic and measurable event goals. And because they fail to identify those goals up front, they are often left asking after an event: What’s holding my company back from increasing revenue from events? What did I get out of this big event expenditure?
To help you create realistic and measurable goals and set you up for event success, we’ve compiled a list of 75 Stellar Event Marketing Statistics. These stats will not only help you to develop event goals, but also a tactical plan to meet those goals. We encourage you to leverage these numbers to see exactly (1) where your company measures up in the world of event marketing (2) what you could be doing differently, and (3) what tools can help you turn your events from cost centers to revenue generators.
After reviewing these statistics, you’ll be able to:
Leverage data on how event apps and event technology boost Event ROI
Learn how event management software and marketing automation work together to increase your lead generation and sales pipeline
Discover the latest trends in event sponsorship to help you generate more event revenue
Uncover which social media platforms are best to leverage for events and the most popular and effective ways to promote your event
In short, these stats provide event marketers and demand generation specialists with benchmarks to gauge where they need to focus their efforts and improve. Once you have these stats in your marketing arsenal, you can use them to improve your event marketing game and achieve event success.
So read on–arm yourself with data that will not only help you rock your next event, but also provide the correct answer when your CMO next asks you: “Okay, what’s our Event ROI?”
Just need a fast statistic? No problem. We’ve also grouped our event marketing stats into useful categories to help you quickly locate the numbers you need:
Event Marketing Budget Decisions
Event ROI/ROO
Event Sponsorship
Event Platforms & Event Apps
Social Media Promotion
In-Person Event Marketing
Lead Generation
Event Technology
Email Marketing Campaigns for Events
Attendee Engagement & Experience
Marketing & Event Automation Integration
Event Promotion
Direct Mail for Events
Increasing Sales Pipeline
Event Follow-up
Event Marketing Budget Decisions
83% of B2B marketers are heavily invested in events Marketing Charts Tweet This
16.3% of marketers will increase their marketing budget in 2016 Selligent 2016 Marketing Survey Tweet This
28% of event coordinators say that shows that they participate in will require group decision-making, involving sales, marketing, product development, and senior management buy-in Exhibitor ROI at Tradeshows Tweet This
56% of marketers will have an increased budget in 2016 Selligent 2016 Marketing Survey Tweet This
63% of event planners base their decision to participate in a tradeshow or convention based on past performance Exhibitor ROI at Tradeshows Tweet This
12.8% of marketers will decrease their event spend in 2016 Selligent 2016 Marketing Survey Tweet This
14% of B2B marketers’ budgets were allocated for in-person trade shows in 2015 Statista Tweet This
45% of event planners say that their budget was their biggest challenge when planning an event State of Mobile Event Technology Report Tweet This
59% of B2B companies never charge for their events Hubspot Tweet This
Event ROI/ROO
56% of Directors of Marketing view exhibiting positioning on sales floor as most important to maximize ROO/ROI Exhibitor ROI at Tradeshows Tweet This
Only 34% of marketers use new referrals, quality of leads, deal closure, value of sales, and cross-sell/upsell opportunities to measure event ROI Marketing Charts Tweet This
32% of marketers report being dissatisfied with how they can measure Return on Objectives (ROO) Marketing Profs Tweet This
44% of marketers experience a 3:1 ROI from event marketing Statista Tweet This
70% of marketers say that the most common metric to judge event ROI is amount of media exposure generated Marketing Profs Tweet This
22% of brands do not have a way of measuring their events EventTrack Study Tweet This
Event Sponsorship
70% of marketers say that the need to validate results from event sponsorship has increased over past 2 years Marketing Profs Tweet This
75% of event sponsors are constantly looking for new partnerships Sponsez Tweet This
Total global sponsorship spending increased 4.1% in 2015 Sponsorship Spending Report Tweet This
Less than 50% of marketers have a standardized process to measure event sponsorship Marketing Profs Tweet This
70% of event sponsorship in North America are for sports-related events Sponsorship Spending Report Tweet This
25% of marketers do not analyze and use data from sponsorship to determine future event spend decisions Marketing Profs Tweet This
Event Platforms and Event Apps
82% of marketers cannot quantify the data received from attendee interactions at their corporate events Kissmetrics Tweet This
60% of event planners say that event apps increase attendee engagement State of Mobile Event Technology Report Tweet This
88% of event attendees said that access to meeting or event schedules in an event app is extremely important Marketing Charts Tweet This
13% of B2B marketers use event marketing software Capterra Tweet This
63% of event professionals are not using event apps The Event App Bible Version 2 Tweet This
22% of marketing departments at B2C companies use event marketing software Capterra Tweet This
91% of event planners have seen a positive return on investment from event apps State of Mobile Event Technology Report Tweet This
10% of small marketing teams use event marketing software Capterra Tweet This
22% of event professionals plan conferences, 21% plan corporate events, and 9% plan tradeshows The Event App Bible Version 2 Tweet This
19% of enterprise marketers use event marketing software Capterra Tweet This
46% of event professionals plan more than 10 events a year The Event App Bible Version 2 Tweet This
The cost of an event app is 1.2% of the budget for each attendee Global Experience Specialists Tweet This
60% of smart-phone users are using their devices at social gatherings and events The Event App Bible Version 2 Tweet This
Event app powered events generate 42% more social media impressions Global Experience Specialists Tweet This
The top 3 special features that event planners look for in an event app are: onsite registration 19%, registration within app 16%, and content capture 15% Event App Bible Version 2 Tweet This
Adoption of event technology increases 35% when an event app and attendee portal are integrated Global Experience Specialists Tweet This
Social Media Promotion
61% of event planners use social media to promote their events Brandon Gaille Tweet This
59% of event marketers want help in creating or refining a social media marketing strategy Marketing Charts Tweet This
61% of event marketers use social media as a promotional tool after their event EventTrack Study Tweet This
56% of event marketers use social media to educate prospects and existing customers about their events Marketing Charts Tweet This
78% of event professionals plan to increase their use of social media to promote events Brandon Gaille Tweet This
35% of event marketers use social media to attract more attendees Marketing Charts Tweet This
77% of event marketers use social media to promote before and during their event EventTrack Study Tweet This
89% of event marketers use Facebook as their #1 social media tool Marketing Charts Tweet This
Year-round efforts of combining social media and event marketing boosts click-through rate across social media platforms 236% Marketing Sherpa Tweet This
In-Person Event Marketing
14% of marketers use events to make and close deals Marketing Charts Tweet This
84% of consumers repurchase the product promoted at the event, after their first purchase EventTrack Study Tweet This
51% of marketers surveyed believe that events strengthen existing customer relationships Marketing Charts Tweet This
60% of marketers use tradeshows and events for face-to face customer meetings Marketing Charts Tweet This
58% of marketers believe that events and conferences are important ways to improve customer experiences of their services or products E-Strategy Trends Tweet This
31% of event marketers believe that trade shows, conferences, conventions, and channel events are essential to doing business in their target customer markets Marketing Charts Tweet This
69% of B2B marketers consider in-person events effective Sensible Marketing Tweet This
Lead Generation
71% of CMOs believe that tradeshow organizers should be very accountable for audience quality Exhibitor ROI at Tradeshows Tweet This
46% of event managers view lead generation as a top reason to attend events Exhibitor ROI at Tradeshows Tweet This
64% of marketers use tradeshows and events to source new prospects and business opportunities Marketing Charts Tweet This
63% of marketers use tradeshows as a form of lead generation Marketing Charts Tweet This
Event Technology
30% of the technology created for events for the last 2 years is live interaction technology Engaging Events Tweet This
The most used technologies by event planners are photobooths (45%), event apps (44%) and livestreaming tools (44%) Engaging Events Tweet This
13.6% of event marketers have no experience using online tools Hubspot Tweet This
64% of event planners find it somewhat difficult to secure budget for event technology tools State of Mobile Event Technology Report Tweet This
Email Marketing Campaigns for Events
74% of marketers say that email is their most commonly used tool for event promotion Marketing Charts Tweet This
More than 75% of B2C companies use email marketing to promote their events Hubspot Tweet This
50% of event marketers say that getting attendees to respond to their event invites is their largest challenge Hubspot Tweet This
Attendee Engagement and Experience
53% of event professionals say that their attendees want greater interaction with speakers at their events Engaging Events Tweet This
91% of event professionals stated that increasing engagement at their events was an important priority for their organization Engaging Events Tweet This
48% of event attendees find in-person interactions with brands more valuable than 2 years ago Live Marketing Tweet This
Marketing and Event Automation Integration
14% of marketers plan to integrate marketing automation with their events and only 7% currently do Capterra Tweet This
Event Promotion
Only 11% of B2C companies use event marketing blogging as a way to promote their events Hubspot Tweet This
27% of B2C companies use press releases to promote events Hubspot Tweet This
The average B2B company spends 5-8 weeks planning an event Hubspot Tweet This
Direct Mail for Events
47% of B2C companies use snail mail to send out invites Hubspot Tweet This
Increasing Sales Pipeline
83% of brands say that their #1 reason for event participation is increasing sales Live Marketing Tweet This
Event Follow-up
75% of leads are never followed-up with after an exhibition The Marketing Donut Tweet This
80% of trade show exhibitors don’t follow up with their show leads salesforce Tweet This
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