EVENT DEMAND GENERATION
Post-Show Follow-Up & ROI Analysis
ROI & Event Performance Analysis
Measuring the success of your event is essential to understand what worked, justify your investment, and improve future execution.
Why it's Important
Proves event impact to stakeholders
Informs budget and planning for future events
Identifies high-performing campaigns or staff
Highlights process gaps and missed opportunities
Supports multi-touch attribution reporting
How to Implement
Define success metrics pre-event (leads, meetings, pipeline, revenue)
Collect data from CRM, marketing automation, lead capture tools
Compare actuals vs. targets and benchmarks
Create visual dashboards for exec reporting
Conduct qualitative debriefs with staff and sales
Identify trends in lead quality, conversion, and velocity
Use attribution models to show influence across funnel stages
Create recommendations for what to start, stop, and improve
Available Workshops
ROI Metrics Definition Session
Event Debrief and Highlights Review
Attribution Mapping Workshop
Sales/Marketing Joint Retrospective
Dashboard Demo & Insights Jam
Future Planning Brainstorm
Deliverables
Post-Event ROI Report
Performance Dashboard (Leads, Pipeline, Revenue)
Lessons Learned Summary
Event Scorecard by Campaign Element
Optimization Action Plan
How to Measure
Total leads generated and qualified
Pipeline and revenue influenced and sourced
Cost per MQL, SQL, and opportunity
ROI: (Revenue – Cost) / Cost
Conversion rates across lead lifecycle
Attribution model reporting (first, last, multi-touch)
Sales feedback and qualitative insights
Real-World Examples
Gainsight
Built an interactive ROI dashboard for execs showing pipeline and closed-won linked to each event.
HubSpot
Uses internal benchmarks to measure efficiency (e.g., CPL, SQL ratio) across their global events.
Okta
Combines lead data with session participation and badge scans to assess onsite interest and impact.
Get It Right
Define KPIs before the event
Automate data capture and syncing
Include qualitative and quantitative insights
Segment analysis by role, source, and deal stage
Compare against past event performance and goals
Don't Make These Mistakes
Measuring only vanity metrics (traffic, badge scans)
Waiting weeks to compile results
Ignoring sales feedback in analysis
Using inconsistent or missing data
Failing to report back to leadership or the team
Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies