Research Reveals Why IT Professionals Don't Engage With Event Exhibitors
PR Newswire

SAN FRANCISCO, March 24, 2016 /PRNewswire/ -- Create Your Next Customer, UBM's resource for technology marketers, released the results of a new study of attendees' actions and preferences at industry events. The research reveals that technology marketers need to develop a cohesive pre-event, onsite and post-event strategy to maximize the effectiveness of marketing efforts., UBM Americas' resource for tech marketers

The results from the survey of 403 business technology professionals provide new insights as to why people attend events, the types of content and speakers that resonate best, and the reasons they choose to engage with certain vendors after an event is over. The summary of these research findings is included in the new white paper "Industry Event Marketing: Adding POP to Your Strategy."

"The study illustrates the importance of developing a marketing strategy that starts well before the event is held and continues after the show ends," said Winnie Ng, VP of Marketing, UBM Americas. "The foundation of that strategy should be quality content that connects with technology professionals every step of the way. The data we amassed can help tech marketers understand the types of content that resonate as well as how to avoid unexpected pitfalls."

Key highlights of the "Industry Event Marketing: Adding POP to Your Strategy" white paper include:

  • Pre-event strategy is critical. Eighty-two percent of those surveyed said they're more likely to visit a vendor's booth if they've heard about or connected with them before the event. More than half said they schedule time prior to an event to meet with vendors and access vendor content through independent third-party websites.
  • Onsite best practices. Seventy-seven percent say that product managers are the most useful representative at exhibitor's booths. Eighty-seven percent would attend a smaller vendor-hosted breakout session at an industry event.
  • Post-event relationship building. Fifty-five percent of technology professionals have purchased a product or service based on information they gathered at a show. In addition, 80 percent of professionals have visited an exhibitor's website.

The UBM survey was conducted in January 2016.

To learn more about UBM's research and marketing solutions, contact:
Winnie Ng Schuchman
VP of Marketing, UBM Americas

About Create Your Next Customer is UBM Americas' dedicated resource for technology marketing insights, best practices and solutions. The site allows technology marketers to have complete access to our portfolio of marketing services for our award-winning brands, including InformationWeek, Interop, and Game Developer Conference (GDC). Technology marketers and media planners can find industry best practices from marketing thought leaders, as well as view and download technology marketing research, product briefs, ad specs and rates. is organized by UBM Americas, a part of UBM plc (UBM.L), an Events First marketing and communications services business. For more information, visit

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