The studies focused on IT buyers specifically, but the findings are useful for many event marketers. MarketingProfs partnered with UBM to create an infographic that highlights many of those findings, including the following:
- Content is the No. 1 contributor to an overall good event experience for IT buyers.
- The top reason for being deterred from engaging with a vendor is that the vendor has too much of a sales pitch.
- Four out of five IT buyers say they are more likely to visit a booth if they have heard of, read about, or connected with an exhibitor before an event.
- Nearly two-thirds say an event summary would be useful post-show.