Although the number of new, qualified sales leads generated is the most common metric used to evaluate the success of B2B exhibiting, cited by 81% of respondents to a 2011 Center for Exhibition Industry Research (CEIR) survey released [download page] in February 2012, marketing metrics are growing in popularity, with 88% of exhibitors using at least one marketing metric to measure success, up from 81% in 2009. In fact, 4 in 5 respondents indicated that they measured success by increased brand awareness, representing a 31% increase from 61% in 2009.
Overall, 91% of marketers used at least one sales metric to measure success, up marginally from 90% in 2009.
The survey required participants to have participated in at least one B2B exhibition in the past 2 years. Read the rest at Marketing Charts.