How Do You Gauge the Success of Your B2B Lead Generation Events?

I always ask this question of prospects and customers, knowing in the back of my mind that the answer is nebulous and difficult to answer. By nebulous and difficult I mean: the key performance metrics of their answer is strife with holes regarding economic value. I was in a meeting today and asked a Fortune 100 customer this very question regarding a series of B2B lead generation events they were producing. Here is the response I received: 1) Deviation of attendance level from previous year 2) Decrease or increase of registered attendees versus attended 3) Lead volumes of exhibiting sponsors…