Building relationships is key for us – this event gives us the opportunity to meet our target audience in an informal setting. It also gives us the opportunity to experience and identify their key challenges by listening to the talks, discussions etc. This is really valuable to us.

We also support lead generation with brand awareness activity – by sponsoring events of this calibre that are respected in the industry, we align our brand to that, which is again really valuable.

The delegates who attended were exactly the type of audience we know we can deliver value to and the app was a great way to engage with delegates, especially at ProcureCon Marketing. We also saw much more engagement online via social media, which we could get involved in.

We initially measure the success by any follow up metrics we collect; so for example – analytics from microsite sends we create for the stakeholders we’ve met at PC. Ultimately though, it is the follow up meetings that we measure the overall success of the event on. Our sales cycle can often take up to a few years, so it’s making sure we attribute the event as the original source.