Events are proving to be effective in both the early and late stages of B2B demand generation. In fact, according to a Demand Gen Report study, in-person events lead the pack among demand gen tactics for B2B marketers.
More than three-quarters (76%) of survey participants named in-person events as their most successful top of the funnel engagement tactic. Marketers are seeing the value in events and are investing in technology to aid in this tactic; previous research has shown that 57% of event marketers believe technology was contributing to increased leads at events.
Other successful tactics for top of the funnel demand generation include lead nurturing campaigns (58%), webinars (58%), case studies (40%), videos (38%) and content syndication (30%).
It’s not just top of the funnel where live events are so highly rated. Almost two-thirds (64%) of respondents consider events to be successful in helping to convert leads at the middle to late stages of the funnel, making events the tactic with the broadest consensus of success among the tactics identified.
Events were followed closely by case studies (62%) and lead nurturing campaigns (58%). Rounding out the top five were webinars (48%) and white papers (40%). Read the rest at Marketing Charts.
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