WHY 61% OF B2B MARKETERS ARE BLINDING THEMSELVES WITH THE WRONG EVENT METRICS
Is experience marketing the real B2B differentiator?
Marketing budgets are falling. But the real problem isn’t the cuts; it’s that over half of B2B marketers are spending the remaining money on high-value experiences only to justify them with low-value volume metrics. GPJ’s follow-up to last year’s Prepare For Impact report – Impact Unleashed – exposes this commercial delusion and gives you the blueprint to fix it.
The robust two-stage research study, combining qualitative and quantitative research, has culminated in a clear call to action for marketers to reimagine what’s possible and prove the value of this powerful marketing discipline.
Here is a sneak peek into the findings:
- The Competence Crossroads: The enemy isn’t AI, it’s our own internal incompetence. Our data confirms that while B2B marketers believe in experience, they are failing on the fundamentals of alignment and execution.
- The Measurement Mirage: Convenient metrics are masking ineffectiveness, only 39% have a consistent, structured approach they regularly use for decision-making.
- The Digital Dilemma: When hybrid and virtual events (56% of a typical portfolio) are poorly executed, it’s not merely a bad experience—it’s a direct budget threat to the entire marketing mix.
- Beyond the Buzz: Our data shows over half of marketers are using volume metrics (like lead gen) to justify high-value, quality experiences—and that disconnect is costing them their C-Suite’s trust.
- The Custom Conundrum: There’s a clear desire for custom measurement frameworks, with 96% of organisations agreeing they would make it easier to evaluate impact, but operational readiness is the thorn in the side of these ambitions.
The experience marketing industry is at an inflection point. Modern marketing is changing, and experience marketing is at the core. In a world drowning in AI-generated content, the demand for authentic and unfakeable experiences will only grow. For brands and marketers competing for attention in these digitally-saturated times, the ‘new channels’ are showing signs of aging, while the oldest channel of all, live human experience, is proving to be more impactful than ever.
The findings from GPJ’s Impact Unleashed are clear. The fight for B2B differentiation is unforgiving. It’s time to stop guessing and start leading. Download Impact Unleashed now to arm yourself with insights to help you move experiential from an expense line to your greatest competitive advantage.
Author: Jessica Quiney, Director of Strategy at George P Johnson, ANZ, the agency ambitious brands turn to for their most important moments.
