Published: 18 July 2024
Generating demand that impacts revenue is a critical goal for tech CEOs investing in tradeshows and conferences. Tech CEOs should develop and implement a strategy that maximizes return on investment in these third-party events to support demand-generation efforts.
The 2024 Gartner Technology Marketing Benchmarks Survey found that respondents with $10 million to less than $50 million in revenue said that third-party in-person events, such as tradeshows, are the second-largest investment category. Theyaccount for 21.3% of the marketing programs budget, a yearoveryear (YoY) rise of 6.4 percentage points. This increase makes maximizing ROI even more crucial for tech CEOs.
The same survey found a continued decline in the performance of events as a marketing channel, with a decrease in tech marketers citing third-party in-person events as their best-performing channel in terms of marketing-qualified leads (MQLs) generated. Additionally,
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Analysts:
Susan Graeme, David Kung, Precious Ozokpo
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