The document is a benchmark report that summarizes the results of a survey of event and tradeshow managers. It finds that the top goal of sponsors is lead generation, but the biggest challenges are lack of ROI and lead follow up. The most successful strategy identified is meeting with clients at events. Areas needing improvement include lead generation, lead follow up, and promotion. Email marketing is the most common way to promote attendance. The report recommends better targeting prospects and following up with leads to improve ROI.