IT Buyers Welcome Post-Event Email Follow-Up, Study Shows

Over a third of all IT buyers would welcome an email from a salesperson following an event, according to the 2017 Event Marketing Insights, a study by UBM Americas. 

Specifically, 38% want an email from a sales rep. In addition, 31% would prefer an email or call from a product manager. But it has to be done quickly.

Of 220 business technology leaders polled, 83% want to hear from vendors within two weeks after a trade show or event.

In addition, 36% want communication within a week of the event, and 4% want follow-up within a day or two.

To conduct meaningful follow-up, vendors must demonstrate:

  • How the technology will help the prospect’s business — 62%
  • They understand their specific challenges — 57%
  • Are knowledgeable about their industry and its challenges — 49%

In addition, 45% of IT buyers are influenced when they have heard from subject matter experts at the vendor’s booth.



The survey also revealed these findings:

  • 56% of IT buyers contact an exhibitor after visiting with them at an event.
  • 54% have purchased a product or service based on information gathered at the event.
  • 92% like it when vendors promote their presence at an event with a discount code.
  • The average IT buyer attends three events per year.
  • Technology buyers want to meet with internal subject matter experts, not just sales reps.

"Our survey shows business technology buyers' primary reasons for attending trade shows and conferences is to keep up on industry trends and evaluate technology solutions,” states Amy Doherty, director of research, UBM Americas.  

She adds: “To deliver on these expectations, a marketer's event strategy needs to engage buyers throughout the year, instead of just before an event or on the expo floor."


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