2. BENCHMARK REPORT 2
ZoomInfo recently surveyed event and
tradeshow managers in order to better
understand their successes and pain points.
The purpose of this survey was to compile
the results and create a benchmark report so
you can maximize your own lead generation
efforts.
About this Report
3. BENCHMARK REPORT 3
With the right strategy in place,
sponsoring and exhibiting at tradeshows
is a great way to build brand awareness,
generate more leads, meet with prospects and
clients, and check out what the competition is
doing. ZoomInfo recently surveyed marketing
events & tradeshow managers to get insight
on where they’re having success and
the challenges they face.
BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW:
The findings in this report include
five graphs that analyze the goals,
challenges, most successful
strategies, where there’s room
for improvement, and tactics for
promoting attendance at events
and tradeshows. The report can be
used to benchmark how your current
strategy is doing compared to other
organizations, increase ROI, and
drive more revenue.
TABLE OF CONTENTS
4 Goals for tradeshow sponsorship
5 Biggest challenge over the past
12 months
6 Most successful lead generation
+ ROI strategy
7 Room for improvement
8 Promoting attendance
9 Conclusion
When sponsoring an event or tradeshow,
58% of marketing events tradeshow
managers reported that lead generation is
their biggest goal
Events and tradeshows aren’t cheap to
sponsor or attend, so it’s shocking that 38%
of events tradeshow managers reported
ROI as their biggest challenge and 36% said
lead follow up was their biggest challenge
Meeting with clients at events and tradeshows
has proven to be the most successful strategy
for lead generation and ROI, according to
54% of those surveyed
Following up with leads (53%) and lead
generation (38%) are two areas that
respondents reported need improvement
Email marketing proved to be the most
popular channel to promote attendance at
events and tradeshows, as reported by 67%
of respondents
58%
38% 36%
54%
38%
67%
53%
4. BENCHMARK REPORT 4
Goals for tradeshow sponsorship
RECOMMENDATION
Sponsors are typically able to obtain
a list of the companies attending,
and sometimes these lists even
include the names. However most
of the time email addresses aren’t
included. We recommend filling in
the missing information, such as
email address, direct dial phone
number, title, company, revenue, and
more, so you can run a successful
campaign and generate more leads.
44%
57%
39%
18%
THOUGHT
LEADERSHIP
BRANDING
LEAD GENERATION
CUSTOMER
RELATIONSHIPS
* Respondents selected
all that applied.
SUMMARY
When sponsoring an event or
tradeshow, 58% of marketing events
tradeshow managers reported that
lead generation is their biggest goal,
however 38% said there’s room for
improvement in their lead generation
strategy.
5. BENCHMARK REPORT 5
The biggest challenge
over the past 12 months
RECOMMENDATION
Generate more ROI by running
targeted campaigns before the
tradeshow by building campaigns
with the exact prospects you’re
looking for. By doing this, you
can send relevant messages to
attendees before, during, and after
the show. This will help you build
brand awareness, generate more
leads, and ensure you’re following up
with leads.
36% Lead followup
16% Promotion
11% Logistics
38% ROI
16% Rising costs of tradeshows
38%
16%
16%
11%
36%
SUMMARY
Events and tradeshows aren’t
cheap to sponsor or attend, so
it’s shocking that 38% of events
tradeshow managers reported ROI
as their biggest challenge and 36%
said lead follow up was their biggest
challenge.
* Respondents selected all
that applied.
6. BENCHMARK REPORT 6
Most successful
lead generation + ROI strategy
RECOMMENDATION
According to those surveyed, 54%
reported that meeting with clients at
events and tradeshows has proven
to be the most successful strategy
for lead generation and ROI.
54%
28% 22%
15% 13%
CLIENT MEETINGS SPEAKING
ENGAGEMENTS
SPONSORSHIP OF
TRADESHOW PARTIES
OTHER ROUNDTABLES
* Respondents selected all that applied.
SUMMARY
If you’re not currently sending
targeted email campaigns prior to
the event to setup meetings with
prospects or clients attending the
show, you’re missing out on a big
opportunity to generate more leads
and increase ROI.
7. BENCHMARK REPORT 7
Room for improvement
RECOMMENDATIONS
Create sophisticated queries of
tradeshow attendees in real time.
Doing so allows you to target business
professionals attending the show, promote
your attendance and build brand awareness
by building targeted email campaigns, and
generate more leads.
38%
LEAD
GENERATION
53%
LEAD
FOLLOW UP
32%
PROMOTION
SUMMARY
Survey respondents reported that
following up with leads (53%), lead
generation (38%), and promoting
their organization’s attendance
(32%) were areas they needed to
improve.
* Respondents selected all that applied.
8. BENCHMARK REPORT 8
Promoting Attendance
RECOMMENDATION
Email campaigns are a great way
to inform customers and prospects
you’ll be sponsoring a show and
build brand awareness. For these
types of campaigns to be successful,
it’s crucial that you’re targeting the
right people with relevant messaging.
14%
I Don’t Promote
My Organization’s
Attendance
67%
Email
Marketing
51%
Social Media
Campaigns/
Advertising
29%
Co-marketing
20%
Telemarketing/
Phone Calls
SUMMARY
Email marketing campaigns proved
to be the most popular channel to
promote attendance at events and
tradeshows, as reported by 67% of
respondents.
* Respondents selected all that applied.
9. BENCHMARK REPORT 9
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information
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Contact
Conclusion
Lead generation and ROI were a common
trend throughout the survey responses,
both as goals and where there’s room for
improvement in current strategies.
In order to generate more leads and
increase ROI your organization needs to
segment existing data, target the right
contacts, and send relevant messages to
recipients. A B2B data provider, such as
ZoomInfo, can help you with this.
