When it comes to event marketing, businesses often face a crucial decision: Should they host their own proprietary event or participate in a third-party event like a trade show or industry conference?
Each type of event offers unique advantages, and the right choice depends on your goals—whether it's lead generation, pipeline acceleration, or brand visibility. According to Gartner, 89% of businesses attend trade shows for lead generation, while American Express reports that 63% of brands consider proprietary events the most effective way to reach potential clients.
So, how do you decide? Let’s break it down.
Proprietary vs. Third-Party Events: What’s the Difference?
Proprietary Events: Complete Control & Deeper Engagement
Proprietary events—such as user conferences, networking dinners, and product showcases—are entirely owned and operated by your company. These events provide a tailored experience, ensuring that every interaction aligns with your business goals.
🔹 Why Choose Proprietary Events?
✔ Higher-Intent Leads – Attendees are there for your brand, leading to stronger SQL to SQO conversions.
✔ Brand Authority – You set the tone, messaging, and experience—boosting thought leadership.
✔ First-Party Data Collection – Unlike third-party events, you own attendee insights, making follow-ups more effective.
✔ Long-Term ROI – While costs may be higher upfront, the impact on brand loyalty and lead nurturing is significant.
💡 Forrester Research found that 77% of marketers say proprietary events are the best tactic for brand awareness and customer engagement.
Third-Party Events: Immediate Exposure & Network Expansion
Industry conferences, expos, and trade shows bring together pre-qualified attendees looking for solutions in your space. They provide instant brand exposure but come with less control over audience engagement.
🔹 Why Choose Third-Party Events?
✔ Pre-Qualified Attendees – You gain access to decision-makers actively looking for solutions.
✔ Lower Risk, Faster Execution – No need to handle logistics or audience acquisition.
✔ Networking Opportunities – Ideal for connecting with partners, investors, and industry leaders.
💡 74% of trade show attendees say they have a more favorable opinion of a company after attending a trade show (American Express).
How to Decide: Proprietary vs. Third-Party Events?
The best event strategy aligns with your business objectives. Ask yourself:
🔹 Are you focused on lead generation and pipeline acceleration?
✔ Proprietary events allow for direct attribution and personalized engagement.
✔ Third-party events help you cast a wider net and introduce your brand to new audiences.
🔹 Is brand positioning your top priority?
✔ Proprietary events give you full control over messaging and experience.
✔ Third-party events position you alongside competitors, requiring strong differentiation.
🔹 What’s your budget?
✔ Proprietary events demand a larger upfront investment but deliver higher long-term ROI.
✔ Third-party events provide quick exposure with lower investment but limit lead ownership.
Final Thoughts
There’s no one-size-fits-all strategy. A hybrid approach—leveraging both proprietary and third-party events—maximizes reach and engagement.
✔ Use third-party events to generate new leads and build awareness.
✔ Use proprietary events to nurture high-intent prospects and drive conversions.
At Localista, we help businesses optimize both proprietary and third-party event strategies—ensuring you capture, track, and convert every opportunity. Ready to take your event marketing to the next level?
