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Head of Marketing Insights Series

CEIR is pleased to publish a new series that provides insights from marketing leadership at organizations in North America. This multi-report Head of Marketing Insights Series quantifies the power of B2B exhibitions as an effective marketing medium and uncovers areas of opportunity to expand awareness of the channel and what to address to enhance its value and relevance to brand marketers moving forward.

Research Methodology

A stratified, random sampling of heads of marketing at North American organizations from ResearchNow/SSI’s (now Dynata) online business panel were invited to complete the survey late summer through fall 2018. This sample was stratified to ensure a representative mix of heads of marketing by CEIR industry sectors as well as by organization size. Half of the sample includes heads of marketing at organizations that have not used the B2B exhibition channel and the other half have included it in their marketing channel mix. In addition to this sample, EXHIBITOR Magazine, HCEA and CEMA invited qualified customers to participate in the study. A total of 382 valid surveys were completed, with an estimated response rate of five percent. Total results are accurate at the 95 percent confidence level, carrying a margin of error of 5 percent or less. For results comparing opinions between heads of marketing at organizations that exhibit and those that do not, the margin of error is 7 percent or less.

This five-report series will be published in 2019 and includes:

Part One: Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs

This report takes a close look at the image of the business-to-business (B2B) exhibition channel among heads of marketing, those who are at the helm of decisions that shape the strategy and efforts for their organizations’ most urgent marketing and sales objectives.

Part One also assesses how perceptions are the same and different among heads of marketing at organizations that use the channel and those that do not. It offers statistics to promote the power of B2B exhibitions as an effective marketing medium and uncovers areas of opportunity to expand awareness of the channel. This report also examines what to address in B2B exhibitions to enhance their value and relevance to brand marketers moving forward.

To be published in the coming months:

  • Part Two: Aligning Exhibit Sales for Success
  • Part Three: Overcoming Non-Exhibitor Objections
  • Part Four: How B2B Exhibitions are Judged, Where It is Essential to Deliver Results
  • Part Five: Future Plans for Use of the B2B Exhibition Channel

 

CEIR’s Head of Marketing Insights Series is made possible through funding from the Society of Independent Show Organizers (SISO).