Marketers and marketing departments are under growing pressure to deliver an increasing number of sales leads and to ensure that these leads are highly qualified. Although marketing budgets are expected to increase for about one-half of firms in 2014, marketing budgets as a proportion of revenue are declining.
Marketing events – such as trade shows, in-person seminars, online conferences/virtual trade shows and Webinars/Webcasts – have traditionally been good sources of quality sales leads for organizations in a wide range of industries. However, many decision makers have not had quantitative guidance to help them direct scarce marketing dollars toward the venues and activities that will help them to generate leads in the most efficient and effective manner.
