Program Details

Customer Attainment From Event Engagement

Benchmarking the Business Value of Trade Shows and Events

Sponsors and Partners:


The CMO Council’s cooperative thought leadership campaign with the Exhibit and Event Marketing Association (E2MA) benchmarked the business value of trade shows and events, in addition to identifying new tools, technologies and techniques for driving experiential marketing effectiveness. Its research and marketer interactions  also provide recommendations for new systems and approaches to certifying and verifying trade show attendance, harvesting and acting on lead flow, gathering market intelligence, and improving attendee engagement through content marketing, social media and mobile connectivity.

Research: Survey & Reports

Program Themes

  • Event & Experiential Marketing