Contingency plans will minimize the business impact of cancelled or postponed events and enable organisations to overcome associated disruptions due to coronavirus, according to Gartner, Inc. “Due to the uncertainty surrounding the current event and travel environment, contingency plans are necessary for the foreseeable future,” said Christy Uher Ferguson, senior research director at Gartner. “Organisations with these plans in place are less likely to experience disruptions to their brand awareness, demand generation and product launch efforts, even if strategic events are cancelled or postponed.”

Respondents to the 2019 Gartner Product Marketing Benchmarks Survey rank events, including third-party tradeshows and hosted events, as the top performing marketing channel for delivering marketing-qualified leads. Both exhibitors and event hosts will need to look to alternative lead-generation strategies to overcome disruption during the coronavirus outbreak. The Gartner 2019 Product Marketing Benchmarks Survey was conducted from August to November 2019 among marketing and sales leaders at technology and service providers in the US, Canada and the UK. The results represent data from 375 respondents with an annual revenue of at least $50 million.

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