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.
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.