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CMO Council Releases Event Engagement Study


Palo Alto, CA – Nearly 90% of marketers said that events still hold some level of importance and value for their organizations, according to study released by the Chief Marketing Officer (CMO) Council, conducted in partnership with the Exhibit & Event Marketers Association (E2MA).

The report, “Customer Attainment From Event Engagement,” surveyed more than 260 senior-level marketers during the Fourth Quarter of 2012 and the First Quarter of 2013.

Despite the perceived value of events, 45% of respondents said they struggle to make a case for attending or participating in shows and 19% lack a strategy to act on the leads they gather.

Among the other key findings of the report:


  • Events are primarily viewed as revenue-driving opportunities, with 64% looking to source new prospects; 62% hoping to gather and cultivate leads; and 61% seeking face-to-face meetings with clients and prospects.
  • While marketing still finds value in events, 40% are cutting back on big shows in favor of more targeted gatherings, and 44% are choosing to host their own events.
  • For marketers, the top challenges in terms of events and trade shows are making a business case for investment (45%) and managing the escalating costs associated with them (39%).


E2MA, in partnership with the CMO Council, will address this topic at a symposium on July 29 at the Hyatt McCormick in Chicago.

The 97-page report can be purchased for $199 and will be available later this week. Link:

Reach Liz Miller, Vice President of Marketing Programs and Thought Leadership, CMO Council, at (650) 433-4152 or

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