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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

Head of Marketing Insights Series

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.

See the collection of reports in this series on the CEIR Store.

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 and 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.

Part Two: Aligning Exhibit Sales for Success

This report takes a close look at the decision-making process when deciding whether to exhibit at a B2B exhibition. Results are based on surveyed heads of marketing at organizations that use the channel in their marketing mix. The report also pinpoints where these heads of marketing find B2B exhibitions deliver high value in helping them achieve their organization’s urgent marketing and sales objectives.

Part Three: Overcoming Non-Exhibitor Objections

This particular report takes a close look at the barriers to exhibiting from the perspective of surveyed heads of marketing at organizations that do not exhibit today. It also identifies event content and messaging that offers the most promise in prompting these heads of marketing to consider exhibiting in the future.

Part Four: How B2B Exhibitions are Judged, Where It is Essential to Deliver Results

This report provides valuable data for both organizers and exhibitors looking to understand the most popular metrics exhibitors use to evaluate the performance of exhibiting and where metric users find B2B exhibitions perform best.

To be published in the coming months:

  • 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).