No matter the industry, we often rely on human connection to build relationships, personal and business. “There is simply nothing that can replace meeting your customers and prospects face-to-face,” says Matt Heinz, President of Heinz Marketing. This is why seasoned marketers and salespeople prefer to attend in-person events to meet potential leads and connect with current customers.

Attending an event requires lots of time and hard work, but is it worth the investment? The Validar team put together a detailed, step-by-step guide on how to plan, optimize and measure your events to earn the highest ROI – read the full version here or follow the summary below to see if it’s relevant for you.

ROI from events

Make Strategic Decisions

First, it’s important to avoid mindless, automatic processes and instead make strategic decisions about what you want to get out of it. We suggest approaching every event in three stages:

  1. Optimizing pre-event
  2. Cashing-in during the event
  3. Measuring ROI after and improve

Optimize pre-event

Assuming your event is intended to generate demand for your solutions and services, some of the most important decisions and planning needs to be in place and prepared before you arrive at the event. This would include things like planning the content, developing your messaging and selecting measurement criteria from some of the options we offer in the guide.

Be proactive during the event

Once the framework for your event has been established and is set in place prior to the event, the next key step is to do everything possible during the event to ensure you’re meeting your goals. Much of this revolves around understanding your audience needs, driving attendance to event content that aligns with your goals and adjusting based on what you learn.

Measure your ROI

At the end of every event, it’s important to evaluate how well you achieved your goals and the overall return on investment. To get the raw data to measure your revenue, you have to continue providing valuable materials to your attendees even after the event, as well as following up with any warm leads. You set your performance markers in the pre-event stages, but some of the metrics you can use to track your success would be:

  1.  Which sessions or content performed the best; i.e. who created
  2. the most hand raisers (conversions)?
  3. Which sessions or content performed below expectations?
  4. Average conversions per measurable agenda item?
  5. Total conversion value per agenda item (lead management
    foundation campaign)?

The key to a successful event is learning from what was done, optimizing as much as possible and implementing your findings to get the most out of your investment. Consider Validar’s Guide on how to track and optimize ROI from events to learn more about maximizing the impact of in-person investments to increase and measure your ROI.

1 Comment

Extend Your Marketing Stack to the Show Floor – Part 2 – EVENTS AND EXHIBITING TODAY
May 15, 2018

[…] Many companies have mastered deploying technology to track and measure web-based customer and prospect activity well, both implicitly and explicitly through forms. This is not the case for face to face events, where a large percentage of face to face activity is tracked by the event team and for the event team only. It’s hard getting this data into their Marketing Stack. There are steps though, that you can take which require rethinking how you deploy your marketing technology stack pre-event and your data capture technology during the event. Having a prepped robust and integrated marketing stack before you hit the show floor is one of the most important steps you can take to contribute to the success of your business. After all, if you have an event and meet a lot of people but don’t track or utilize the data you capture, then was it really worth the investment?  […]


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