PRECISION DEMAND MARKETING STRATEGY Step Five: Measure Event Performance and Optimize Future Strategy and Spend Since B2B buyers’ journeys can take months before turning into opportunities or revenue, consider measuring the early signals of event success. Before the event, look at registration Events are arguably the most difficult channel to track and prove what works and what doesn’t. numbers and on-site meetings booked. During the event, measure walk in-numbers and the number of prospect and customer meetings. After the event, look at leads-to-ICP ratio and In a 2019 survey by EventManagerBlog, just 18 percent of event professionals felt they track your leads by lifecycle stage. measured their event success accurately. Despite often being the top line item in the marketing budget, disconnected teams, tools and data have for many years made it difficult for marketers to accurately measure the impact of their event programs. To complicate matters, the evolving marketplace means event budgets are now undergoing Questions to Ask Yourself and Your Team greater scrutiny than even before the pandemic. Sixty-five percent of event marketers anticipate budget cuts for their virtual, in person, and hybrid events in 2021, according to an Evolution of Events Report. Are you measuring the impact events have on new You need to adapt your event measurement process to fit today’s realities. And that means opportunities, renewal, and expansion revenue? changing the way your teams and strategies work. That means developing connected systems that are capable of tracking interactions across Are you aligning event metrics to event type and channels, before, during, and after events, as in the case of buyers you meet at a tradeshow, measuring what matters? who then attend a webinar, who then download content, and who then complete a demo request form on your website. Have you connected your lead capture, CRM, and marketing automation systems to streamline event measurement and reporting?