Customer Attainment From Event Engagement
This report on event marketing highlights the central role of events in customer engagement, but marketers need better tracking of business ROI to justify future investments. More
Benchmarking the Business Value of Trade Shows and Events
The CMO Council’s cooperative thought leadership campaign with the Exhibit and Event Marketing Association (E2MA) benchmarked the business value of trade shows and events, in addition to identifying new tools, technologies and techniques for driving experiential marketing effectiveness. Its research and marketer interactions also provide recommendations for new systems and approaches to certifying and verifying trade show attendance, harvesting and acting on lead flow, gathering market intelligence, and improving attendee engagement through content marketing, social media and mobile connectivity.