July 30th – August 1st, 2013 McCormick Place, Chicago, IL Optimizing Customer Engagement From Event Engagement Liz Miller CMO Council

2 A 5 carat Red Diamond has a value of over $46 million dollars

“To Enjoy Red Diamond is to Share It”

One stack of Redstone Ore will 10 levels of experience

The Red Diamond creates a mental map of its immediate surroundings, allowing it to return to the same bush or rock year after year

ABOUT THE STUDY  Online survey of 257 Senior Corporate Marketers  Interviews with 25 senior marketing leaders  Interviews with experts in the event industry  Aimed at benchmarking the business value of trade shows and events

CMO CMOs STILL VALUE EVENTS… 42% say events continue to be valuable 31% say events are essential to business

CMO But, Cuts Loom 40% are cutting budgets in lieu of smaller events with targeted audiences 44% opting to host customer events and skip industry events

Big Theme #1 Business Over Brand 60% believe events are prime opportunity for face- to-face exchanges with customers 47% say events are highly effective at reaching & engaging with multiple customers and prospects 66% value events as a place to strengthen relationships & acquire new leads

Big Theme #2 We Can Pick ‘Em… Big Theme #2 We Can Pick ‘Em… 53% say they have a “well defined” event selection and development process Top criteria for assessing event participation = The quality & mix of attendees 68% say CMO is at the helm of event selection

Big Theme #3 But We Can’t Measure ‘Em Big Theme #3 But We Can’t Measure ‘Em 40% rely on ad hoc staff feedback as a “measure” of success 12% have no measures of success 37% do not have enough visibility into pipeline conversion

Big Theme #4 And We Can’t Convert ‘Em 40% are underperforming in developing relationships or closing deals at events 32% are looking to improve data collection as a key to performance optimization Nearly 1 in 4 say they are not very effective in converting a show lead into customer business

Big Theme #5 Where’s the Business Beef? 45% of Marketers are struggling to make a business case for event investments 39% say escalating costs (without understanding why) is the main reason for cuts

15

Big Theme #6 Calling All Intelligence Big Theme #6 Calling All Intelligence 33% say data from event producers is questionable 73% want improved attendee analytics and insights as part of exhibitor reporting 53% want show producers to embrace technologies that increase engagement and lead capture & flow

Big Theme #7 Always Room for Improvement Big Theme #7 Always Room for Improvement 34% looking to boost strategy while another 34% want to significantly improve data collection Speaking opportunities are on the list of areas of continue to improve, especially how to track attendance 1/3 of marketers looking for creative ideas to drive booth traffic and increase show-floor engagement

EXPLORE! What We Started… EXPLORE! What We Started… EXPLORE! What We Started…

19 Time to Wake Up!!!!! Questions? Time to Wake Up!!!!! Questions?

July 30th – August 1st, 2013 McCormick Place, Chicago, IL THANK YOU! Liz Miller CMO