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

Newest CEIR Head of Marketing Insights Series Report Now Available

DALLAS, 29 July 2019 – 展览业研究中心(欧盟环境影响评估中心) announced today the release of How B2B Exhibitions are Judged, Where It is Essential to Deliver Results, the fourth report in its newest series providing insights from marketing leadership at organizations in North America.

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.

“Goal setting and specific outcome metrics are key to enhancing the chances for success for any exhibitor,” noted CEIR CEO Cathy Breden, CMP, CAE. “The information in this report provides guidance to better assess how their event is most likely judged by exhibitors, and where to focus moving forward to enhance exhibitor outcomes.”

“This report provides benchmark statistics exhibitors can use to compare to their practices and refine metrics to more tightly align with their end goals for exhibiting,” said CEIR VP of Research, Nancy Drapeau, PRC. “Metrics offer useful guideposts for a number of decisions: determining whether to exhibit at a new show or continue exhibiting at an event and whether to change the level of investment in an exhibition based on metric results. Metrics also help prompt discussions on what support services or activities are merited to maximize specific exhibiting outcomes.”

This report provides results relating to:

  • Extent of use of performance metrics – overall, ROI metrics, intermediary performance metrics
  • Specific metrics used
  • For which metrics, users identify B2B exhibitions perform best
  • Extent of use of metrics – whether limited to evaluating B2B exhibitions only or used more broadly across channels
  • Ideas for organizers to consider to enhance chances for maximizing success against performance metrics
  • Ideas for exhibitors on how to use benchmark statistics

In addition to total results, differences in results are reported by:

  • Organization size, by number of employees
  • Heads of marketing by generation

这 营销洞察系列主管 includes five reports. This is the third in the series to be released:

  • 第一部分:B2B 展览渠道的营销和销售方法概述、最紧迫的目标以及品牌形象以支持需求
  • 第二部分:协调展览销售,获得成功
  • 第三部分:克服非参展商的反对意见
  • Part Four: How B2B Exhibitions Are Judged, Where It Is Essential to Deliver Results
  • 第五部分:B2B展览渠道的未来规划

展览业研究中心 (CEIR) 致力于通过制作和提供基于知识的研究工具来促进展览和其他面对面营销活动的增长、知名度和价值,这些工具使利益相关者组织能够提高满足当前和新兴客户需求的能力,提高业务绩效并增强竞争地位。有关更多信息,请访问


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