Summit APAC Sessions T2 40 Percent of Budget

40 Percent of Budget and What Do I Get: Event Success in the Digital Age

Tuesday 15 October 2019 | 15:20 - 15:55

Speaker(s):  Isabel Montesdeoca

Syndicate(s): Track 2

Focus: Operationalize

Priorities: Program Design and Activation, Technology and Services for Demand, Measurement and Analytics

Because of the high cost of in-person events, it is natural that marketing executives constantly demand proof of a positive return on event spend. Sadly, this often descends into reporting the number of leads that have been generated as the sole measure of success. Additionally, marketers sometimes struggle to report into sales with leads in a timely manner, causing missed opportunities and failed handoffs. The challenge is to provide a credible measurement story of the value of an event to sales and executives. In this session, we will provide a structure for reporting on in-person events and offer examples of metrics that marketers can use to gauge event success.

In this session, you will:

  • Understand the importance of having a measurement structure for events that extends beyond leads
  • See examples of metrics that companies can use in their own reporting
  • Hear how a measurement structure for events will improve the justification of events spending/budgeting to sales and executives.