Technology Marketers Must Have Integrated Pre-Event, Onsite and Post-Event Strategy to Optimize Industry Event Investments

New Research Says Technology Marketers Should Target Active Technology Communities to Increase Event Marketing Strategy Effectiveness

Jun 13, 2014

SAN FRANCISCO, June 13, 2014 /PRNewswire/ -- UBM Tech's new research study of event attendees reveals that technology marketers need to consider a cohesive paid, owned and earned media strategy to maximize the effectiveness of industry event marketing efforts. The new report, "The Tech Buyer's Perspective – How to Engage for Event Success" surveyed 820 technology professionals who attend industry events such as conferences and expos, to uncover attendees' pre-event, on-site and post-event preferences, actions, content consumption habits, and more.

"Our research reveals that technology marketers must have an integrated pre-event, on-site and post-event strategy in place to enhance the results of their event investment," said Paul Miller, CEO of UBM Tech. "Technology decision makers attend events to uncover new products and solutions that address their specific business challenges. Exhibitors' success rate for a live, face-to-face connection with prospects during an industry event increases considerably if those attendees had exposure to the exhibitors' brand and solutions beforehand. The goal is to leverage communities that technology decision makers already engage with when exchanging relevant content and messages."

Key highlights of the "The Tech Buyer's Perspective – How to Engage for Event Success" research study include:

  • Pre-event strategy matters. Fifty-nine percent of technology professionals research exhibitors prior to an event, and 62% are more likely to visit a vendor's booth if they have communicated with them in advance of the show. 
  • On-site best practices. Seventy-five percent want to see technology demonstrations, 68% are interested in technology "how to" materials. Eighty-one percent would attend a smaller vendor-hosted breakout session at an industry event.
  • Post-event relationship building. Seventy-two percent of technology professionals would continue to engage with technology vendors if they demonstrated how their solution could help their business. In addition, 52% of professionals would be interested in a follow-up email with additional research or information from exhibitors.

Miller continued: "Our industry-leading events and online communities offer technology professionals many rich and authentic engagement opportunities and are uniquely positioned to help technology marketers forge relationships with decision makers."

The UBM Tech survey was conducted in March 2014.

To schedule an appointment with a UBM Tech sales representative to see the complete "The Tech Buyer's Perspective – How to Engage for Event Success" research report, or for more information on how UBM Tech can optimize your industry event efforts, contact Winnie Ng, VP of Marketing, at

About UBM Tech

UBM Tech is a global media business that brings together the world's technology communities through live events, online properties and custom services. UBM Tech's community-focused approach provides its users and clients with expertly curated research, education, training, community advocacy, user-generated content and peer-to-peer engagement opportunities that serve the Electronics, Security, Enterprise IT and Communications, Network Infrastructure and Applications, Game and App Developers, and Tech Marketing communities. UBM Tech's brands include Black Hat, DesignCon, EE Times, Enterprise Connect, Game Developers Conference (GDC), HDI, InformationWeek, and Interop. Create, a UBM Tech full range marketing services division, includes custom events, content marketing solutions, community development and demand generation programs based on its content and technology market expertise. UBM Tech is a part of UBM (UBM.L), a global provider of media and information services with a market capitalization of more than $2.5 billion. For more information, go to

For more information on UBM Tech please contact:

Winnie Ng, VP of Marketing