Measured approach

Tam Harbert

Most companies regard events such as trade shows and conferences as key opportunities to cement existing customer relationships and garner new ones.

Measured approach

Tam Harbert

There's nothing like the grin-and-grab, let's-make-a-deal atmosphere of a trade show or conference. Most companies regard such events as key opportunities to stroke existing customers and garner new ones. But as budgets tighten, marketers are under more pressure than ever to show hard data that proves these activities are worth the expense.

Companies spend an average of 20 percent of their marketing budgets on events, but most of them don't know precisely what they are getting in return, asserts Jonathan Block, research director of SiriusDecisions, Inc., a Wilton, Conn.–based research and advisory firm focused on business-to-business...

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