IT giant IBM warned show organisers that “If you can’t measure it, we won’t do it”.
IBM global marketing director Malcolm Greig told the conference that IBM spends $40m (£26m) on global events each year – 40% of which is exhibition spend. He said: “Our budgets are holding but only because we measure the amount of leads and the number that translate into customers. If I can’t justify the expense then I’m not allowed to spend it.”
IBM, which was one of three blue-chip clients to speak at the forum, also pledged support for launch shows if they promised sophisticated auditing and predict growth.
IBM chief calls on organisers to justify cost
IT giant IBM warned show organisers that “If you can’t measure it, we won’t do it”.