Exclusive Study Reveals how Top CMOs Measure Event ROI

“In terms of our B2B marketing mix, events are the most important things that we do. Our customers are out in the field all the time, so, for example, sending an email, and thinking we’re going to get a response, is just not how it works. Digital is an important part of the mix, and we have web portals and other digital efforts that customers are engaging with, but it’s critical that we have that human connection. Ours is such a trust business – trust just doesn’t develop when it’s a digital-only relationship.”

-Melinda Welsh,

CMO JP Morgan Chase,

Mortgage Banking and Auto Finance

Even in the modern age of marketing where digital advertising, social media and mobile apps are the new normal, face-to-face events remain an important part of a CMO’s strategy to engage customers and accelerate revenue. In fact, 69% of marketing leaders surveyed by The CMO Club believe that events are very or extremely significant in accelerating sales.

Cvent and The CMO Club commissioned an exclusive research study to uncover the ways event professionals are strategically leveraging face-to-face events to engage customers and accelerate revenue streams, and the technology they’re using to prove value.

Follow this link for an infographic with some key highlights from the research study, and to download the full report.

 


Written by Julie Haddix