Exhibition World Issue 5 - 2018 - Page 74

Industry Research Cvent Connect shines light on importance of event marketing for European CMOs Cvent’s London conference revealed the survey fi ndings of 72 EMEA chief marketing offi cers. Event management technology provider, Cvent showcased the fi ndings of its Modern Event Marketing Europe report to the audience of its Connect conference in London from 1-2 October. The study, which surveyed 72 EMEA chief marketing offi cers (CMOs), including fi ve from Vodafone, GE Healthcare, Tata Communications, AON and Mercer, revealed extensive insights into the importance of events as a marketing asset, rather than an expense. According to the CMO responses, 83 per cent consider their event programmes to be either ‘extremely’, ‘very’ or ‘signifi cantly’ valuable for facilitating revenue growth. Only four per cent run events that are not tied in some way to revenue goals. While, 89 per cent consider events to be either ‘critical’, ‘very important’ or ‘important’ to accelerating the sales cycle. Currently, the largest contributor to event ROI is customer satisfaction metrics (52 per cent), followed by new lead capturing (29 per cent). When the CMOs were asked, whether or not their events contributed to their overall revenue goals in an effi cient manner, 57 per cent said yes but that they needed more justifi cation for board-level sign-off. In fact, 53 per cent said that proving ROI was ‘very important’ when it came to allocating budget. Julie Woods-Moss, former CMO, TATA Communications told Connect: “To elevate our events we focus on pre, during and post event initiatives to increase our ROI. Techniques include creating immersive experiences, and offering a keynote slot as part of a sponsorship.” SETTING STANDARDS IN GLOBAL EXHIBITION LOGISTICS. IELA is your global network. Proven professionals and continually developing processes guarantee comprehensive, carefree logistics solutions. INTERNATIONALITY SECURITY IN-TIME NETWORK QUALITY CUSTOMER FOCUS IELA enables you to take on more business by operating far beyond expected standards in the safety of your exhibits and the success of your exhibitions. INTERNATIONAL EXIBITION LOGISTICS ASSOCIATION Untitled-3 1 72 Issue 5 WWW.IELA.ORG 19/03/2018 13:01 2018 w w w.exhibitionworld.co.uk