Certain Survey Uncovers Marketers’ Strategies to Drive Event Value, Pipeline and Revenue

Findings highlight gaps that impede success + how marketers can impact overall business

San Francisco – February 28, 2018Certain, an industry leader in enterprise event automation, today released new third-party research identifying current trends concerning B2B event marketing that sheds light on measurable business results from events, as well as event tactics and technology.

Certain collaborated with Heinz Marketing to gain insight into today’s event marketers and how they are approaching audience engagement pre-, during- and post-event and which event technologies they’re using to engage with attendees. The data sheds light into the challenges marketers have in connecting results from events to overall business performance metrics. It also includes actionable insights for modern B2B companies to tackle key ROI hurdles by developing comprehensive strategies spanning pre-to-post event.

Key findings include:

    • The importance of events is increasing. Three out of four B2B professionals view events as very important in their abilities to drive customer engagement; over 65 percent of respondents claim events continue to be important in driving brand awareness, customer engagement and pipeline creation
    • Tracking ROI remains elusive for events. In fact, one of four companies spend 25-50 percent of their marketing budget on events, yet over half struggle to tie to revenue
    • Email Reigns Effective for Event Tactics. Email is the most effective tool in pre and post marketing; however, during an event, the use of social hashtags are the most popular option for day-of marketing activities; followed by personalized emails
    • Marketers stuck with an ineffective mix of tools and tech. Three in four B2B professionals report that their current mix of technology and resources is ineffective, resulting in lost data around leads, spend, and revenue. However, B2B professionals who use an event mobile app and event automation platform rank those tools as very effective
    • Sales Strategies Need Work. About 50 percent of respondents report their marketing/sales handoff is not effective

In addition, the survey findings show that email marketing is the most used (93 percent) and most effective (88 percent) event marketing strategy. Marketers also need to adapt to how attendees prefer to be engaged with during events – social hashtags (54 percent) seem to be the best method as mobile push notifications (27 percent) seem less popular. The survey shows important data to help marketers understand how to get the most out of their event planning.

“In order to make the handoff from marketing to sales more successful, it’s critical for marketers to understand how their event strategies are working, where they can create opportunities for stronger engagement, and how they can tie that engagement to measurable business results,” said Peter Micciche, CEO of Certain. “Data from our research suggests that 2018 will see an increase in both vendors and event organizers using advanced technologies to gather high intent engagement data, to better tailor their marketing and tie results back to the overall business.”

“In every modern sales environment, dozens of variables must be addressed and aligned to drive predictable results. It’s imperative for the sales and marketing departments to be closely aligned in order to streamline technology to measure and successfully report on sustainable ROI from event marketing efforts,” said Matt Heinz, president of Heinz Marketing.

Certain and Heinz Marketing surveyed 271 B2B marketers over two weeks in December 2017. Responses varied amongst marketing titles from manager level to VP and CMO.

Read more event marketing survey insights:


About Certain

Certain is the leading enterprise Event Automation platform that helps data-driven marketers and event professionals integrate rich buying signals and attendee insights into cross-channel marketing campaigns to improve sales and marketing results. Certain partners with hundreds of companies across tens of thousands of events with millions of attendees. Visit certain.com for more information.



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