Marketing Spin: How to fool your CFO and protect your event budget

This is a true story of a well-executed event gone awry. As you’ve seen in previous posts, we spend a lot of time trying to understand event goals with our new customers and driving down to metrics that are actionable. Usually this is easy for B2B lead generation efforts; where companies invest in an event to grab the attention of attendees that fit their ideal demographic, so they can show them new products and services to generate new sales opportunities. One customer (who graciously let us tell the story, but only anonymously for good reason) recently spent over $200k to…