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State of Event Marketing in the Technology Sector

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As the producer of leading large-scale industry events, including Black Hat, GDC, Interop and Enterprise Connect, UBM Technology Group has conducted many studies over the years to understand how tech professionals use events to improve their jobs and businesses.

For the first time, UBM Technology Group has developed a State of Event Marketing report to gain more insight into this top tactic from the B2B tech marketers’ point of view.

The data set is comprised of 111 marketing and business professionals involved in promoting their products or services at technology B2B events, outside of their own company’s events.

Respondents are highly involved in all aspects of technology event decision making. Three-quarters or more are involved in establishing event goals, determining the need for an event sponsorship, and evaluating or recommending events, while more than half are responsible for authorizing or approving the budget for tech events.

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