A recent study from the Center for Exhibition Industry Research revealed that marketing executives place high value in B2B exhibitions to achieve sales and marketing objectives.

The 2011 Changing Environment of Exhibitions Study polled 298 executives this past summer, and revealed that 77 percent of marketers label trade shows as "highly valuable" in helping them reach their sales priorities, BtoB Online reports.

According to respondents, managing existing customer relationships ranked as the highest sales priority at 73 percent. Managing relationships with key accounts (67 percent) and prospective customers (64 percent) followed, while generating new sales with existing customers (57 percent) and devising new leads in general (56 percent) came in fourth and fifth.

In addition, 73 percent of those polled stated that exhibitions help build brand awareness and promote new and existing products. Coincidentally, the former ranked as the highest priority marketing objective among respondents (83 percent), with the latter following at 63 percent.

Going forward, 60 percent of marketers said the number of trade shows they plan to participate in will remain at its current level, while 25 percent believe they will attend more.  

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