About this white paper
This is an update to an Osterman Research and Quantum Leap Marketing white paper, sponsored by GoToWebinar and originally published in November 2009. It discusses the results of a March-April 2014 survey of marketers using different types of events in the marketing mix, offers costs for running various types of events, and offers guidance for marketers and organizations to create an optimum event marketing strategy for their organization so they can achieve the greatest return from their marketing resources.
Osterman Research and Quantum Leap Marketing conducted a primary market research survey specifically for this white paper. The goal of the research was to determine how much organizations spend on four types of events designed primarily to generate marketing and sales leads: trade shows, in-person seminars, online conferences/ virtual trade shows and Webinars. We spoke with organizations in a variety of industries and with companies of various sizes. Moreover, in order to qualify for participation in this survey, respondents had to have generated leads from one or more of the four event types noted above.
Primary event types that organizations use
Not surprisingly, the survey found that in-person, one-on-one sales calls are the primary method used for generating leads, followed by Webcasts/Webinars, telemarketing activities, trade show speaking engagements, trade show exhibitions and conducting in-person seminars, as shown in Figure 1.
Events conducted during the past 12 months
Marketing decision makers report that their organizations exhibited at a mean of 8.6 trade shows, conducted 5.7 in-person seminars, held 6.4 Webinars, and held 1.8 online conferences/virtual trade shows during the past year. However, in-person, one-on-one sales calls were much more common than other methods for generating leads, far outweighing the number and frequency of other types of events.