At UBM, we’re in the business of producing events that build connections and close deals. In this slideshow, we’ll take a look at why IT buyers attend events and share best practices to observe as an event sponsor in order to get on their buying shortlist. (Spoiler alert: offering content around an event can make a big difference in building a relationship with your prospects and customers.) Our 2017 Tech Event Marketing Insights survey of IT buyers revealed that 85% of IT professionals attend just one to three events each year, which underscores the importance of making each of your events count.

1. HOW VENDORS CAN GET ON THE SHORTLIST
THROUGH CONTENT AND EVENTS

2. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
IT buyers rely on industry
events to GET INFORMATION
FOR THEIR JOBS
use conferences or
other small-to-mid-
size events
50%use trade shows

3. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
Why IT Pros Attend Trade
Shows or Conferences
Keep up on industry trends
Evaluate technology solutions
Identify solutions and/or create
a shortlist of brands or products
for consideration
Meet with multiple vendors in one
location (current and new vendors)
To meet and network with others
in the industry (peers)
say it’s important to find solutions
outside of environments/platforms
that their company already uses
72%1
2
3
4
5

4. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
SAY THEY ARE MORE
LIKELY TO VISIT A BOOTH
if they have heard of, read
about, or connected with the
exhibitor beforehand.
Offering content around
an event can make a big
difference in building
a relationship with
your prospects
and customers.
For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com

5. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
IT BUYERS use an average
of 5 types of content to make
a purchase decision.
of IT buyers use
5 or more types
of content.
40%
Takeaway: The more content variety you have,
the better chance you have of reaching your target audience.

6. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
TOP 3 TYPES
OF CONTENT
attendees want to
receive to prepare
for an event:
The right content helps
you STAND OUT pre-event
WHITEPAPERS
that showcase
what vendors will
be exhibiting or
discussing
71%
52%
63%
VIDEOS that
summarize
content at the
show
INDUSTRY-
SPECIFIC
INFORMATION
For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
say an
EVENT SUMMARY
post-show would
be useful

7. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
CONTENT is the number one
contributor to an overall good
event experience
for IT buyers
CONTENT is the number one contributor
to an overall good
event experience for IT buyers

8. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
Make sure you have the
right people at your booth
WHOM DO IT BUYERS
FIND HELPFUL at
exhibitors’ booths?
MARKETING & SALES ranked
lowest for providing the most
useful information
PRODUCT
MANAGERS
77%
50%CUSTOMERS who provide
real-world examples or
case studies

9. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
After a trade show, what makes
you more likely to engage with
an exhibitor?
I wanted more info from their
subject matter experts
They demonstrated how their technology can
help me with my business
Too much of a sales pitch
Lack of subject matter expert
or someone to answer their
questions
THE TOP TWO REASONS
IT buyers are deterred from
engaging with a vendor?
They understand
my industry
They
understand
my specific
challenges

10. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
Offer attendees more than product
promotions before events.
Pre-event, on-site, and post-event,
make sure your content shows that
you understand their needs.
Have the right people on-site to
speak with booth visitors.
In other words, no sales pitches.
1
2
3
What makes an IT buyer choose your brand over a competitor’s?
THE RIGHT COMBO OF CONTENT + EVENTS

11. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
Sources:
Two research studies were conducted by UBM. The first was in October 2016, and the final data based on responses from 235 qualified IT and business respondents in North America
from all sized companies is compiled in the report Content Connects: How to Deliver the Right Messages at the Right Time. The second was in March 2017, and final data based on
responses from 220 business technology professionals who attend trade shows is compiled in the report 2017 Tech Event Marketing Insights.
For more tech marketing insights
and best practices from UBM, visit
CreateYourNextCustomer.com