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Study: Post-Event Follow-Up Still A Challenge For B2B Marketers

certain event marketing studyNew research from Certain, an event automation solution provider, shows that companies have gaps in their post-event follow-up methods to measure, analyze and act on their success. More than half (57%) of the survey respondents stated that it takes them four days or more to follow up with leads after an event concludes. Only 6% can follow-up with prospects either on the same day or the day following the event.

Nonetheless, tradeshows and events were ranked the second most effective marketing tactic used by respondents, according to a survey of roughly 150 marketing decision-makers at enterprise-level companies. Moreover, 70% of the respondents plan to increase their investment in them this year.

Many companies may be missing out on opportunities to generate even higher ROI on their trade show spend. Less than a third (30%) of the respondents use a technology solution to capture leads at the events.

Kristen Alexander, CMO at Certain, suggested in an interview with Demand Gen Report that failing to adequately capture lead information at the event devalues the investment in managing the logistics of participating in them. Generating leads “is the whole point of hosting them in the first place for most event marketers,” she said. “Failing to take advantage of these digitals tools is likely a big reason why only 43% of those we surveyed were typically able to follow up with event leads in under four days.”

Other findings from the report include:

  • More than half (58%) are spending more than 25% of their annual budgets on events;
  • On a scale of one to five stars, with five being the best, 77% of respondents rate their ability to drive results from events as a four or a five; and
  • The top-three resources and technologies used to manage in-person events include in-house marketing operations (73%), in-house event planners (68%), and event management and automation software (49%).