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Research Summary

What 739 Global Brands Have Taught Us About Events

Investment and Growth

Measurement and Results

Technology and Data

Habits of Event Optimizers

With the rise of data and technology, events are now scalable, predictable, and measurable. The problem? Only a small percentage of companies know about it.

In this research summary, we share the newest insights from a Harvard Business Review Analytic Services Report. Get findings from 739 enterprise brands on the benchmarks, budgets, and tends in event marketing, as well as the crucial differentiators of those paving the way for the rest of the industry.

Research Summary

What 739 Global Brands Have Taught Us About Events

Jump to:

I. Investment and Growth

II. Measurement and Results

III. Technology and Data

IV. Habits of Event Optimizers

V. Appendix

We're sharing top insights from Harvard Business Review Analytic Services' event marketing study -- including stats, findings, and takeaways from 739 enterprise brands around the world.

Read on for benchmarks, budgets, and trends in event marketing, plus the crucial differentiators of those paving the way for the rest of the industry.

A Visual Guide to the State of Event Marketing in 2018

Jump to:

I. Investment and Growth

II. Measurement and Results

III. Technology and Data

IV. Habits of Event Optimizers

V. Appendix

Harvard Business Review Analytic Services just released a study on event marketing, and let's just say, the findings are eye-opening... 👀

In the following infographic, we summarize them for you: all the benchmarks, budgets, and trends from the 739 enterprise brands surveyed in the report, plus the crucial differentiators of those outshining the rest of the industry.

Investment and Growth

The majority of brands are investing in events.

of orgs prioritize

hosted events.

of orgs prioritize

Investment and Growth

Most brands are investing in events.

of orgs prioritize

hosted events.

of orgs prioritize

Measurement and Results

When it comes to proving event ROI, most companies are struggling.

FIGURE 5

Only 23% of event marketers can measure the ROI of

their events.

Note: ROI matters to budgets. The brands who find it easy to measure ROI are increasing their event spend the most.

The top event metrics they're tracking are number of attendees and qualified sales leads.

FIGURE 6

Top 5 Event Metrics Tracked

Number of attendees

# of qualified sales leads

Brand awareness

Social / press mentions

# of sales pipeline generated

Technology and Data

Brands who have adopted event tech are better at measuring full-funnel metrics and event ROI.

FIGURE 8

ROI Measurement Comparison

Tech Adopters

ABLE TO TRACK ROI — 37%

UNABLE TO TRACK ROI — 45%

DON'T KNOW — 18%

Non-Adopters

ABLE TO TRACK ROI — 23%

UNABLE TO TRACK ROI — 67%

DON'T KNOW — 11%

"We like to focus on the amount of pipeline that's generated by our events, and track that pipeline right down to actual sales."

– Eric Stahl, Salesforce

But it's not just about ROI. Tech adopters also share 5 additional benefits to the entire event process.

FIGURE 9

1

Improved ability to track and measure events

2

Improved event registration and attendance

3

Increased process productivity

4

Better attendee experience

5

Better planning and execution to goals / strategy

Tech matters. 90% of event tech adopters consider themselves better positioned for future success (vs. 65% of non-adopters).

Technology and Data

Brands who use event tech are better at measuring full-funnel metrics and event ROI.

FIGURE 8

ROI Measurement Comparison

Tech Adopters

ABLE TO TRACK ROI — 37%

UNABLE TO TRACK ROI — 45%

DON'T KNOW — 18%

Non-Adopters

ABLE TO TRACK ROI — 23%

UNABLE TO TRACK ROI — 67%

DON'T KNOW — 11%

"We like to focus on the amount of pipeline that's generated by our events, and track that pipeline right down to actual sales."

– Eric Stahl, Salesforce

But it's not just ROI. Tech adopters also share 5 additional benefits to the entire event process.

FIGURE 9

Top 5 Benefits of Event Tech

Improved ability to track and measure events

Improved event registration and attendance

Increased process productivity

Better attendee experience

Better planning and execution to goals / strategy

Tech matters. 90% of event tech adopters consider themselves better positioned for future success (vs. 65% of non-adopters).

Habits of Event Optimizers

Event Optimizers are an emerging class of elite event marketers.

Event Optimizers share these 6 crucial attributes.

1.

They can measure event ROI.

2.

They prioritize hosted over sponsored events.

3.

They dedicate 30-50% of their marketing budgets to events, and staff 25% of their teams with event professionals.

4.

They diversify the types of events their throw, and align specific goals to each type.

5.

They adopt end-to-end event technology.

6.

They've integrated their event technology and data with their core business systems.