Companies choose to participate in an event for various reasons.
Small companies may want the exposure that a live webinar can provide. A large, global company may need the face-to-face interaction that a tradeshow affords. Whether small or large, companies usually participate for one – or more – of four universally compelling reasons:
- Branding and awareness
- Generating leads
- Engaging with prospects and existing customers
- Educating attendees
In the recent BtoB Magazine and Marketo survey, marketers were asked to name the goals of their event programs. The most common answers were lead generation, at 83%, and customer engagement at 72%