The Event Marketing Playbook: Metrics & Data Strategy

Tracking key event marketing metrics around demand and pipeline creation is important to showcase how events deliver on overall business goals. Too often, planning for how to measure event results comes up after the fact. When all is said and done, someone asks if it was worth it. Well, was it? And by whose definition?

There should be a sales or marketing objective independent of the event that is different from your pre-show expectations. The event, after all, is just a channel. So, why are you doing it in the first place? Is it about sales? Awareness? Satisfying a partner relationship? Know the objective upfront, then decide what success specifically looks like–and how you’ll measure it.

Data is the secret weapon behind some of the most successful B2B marketing campaigns, and it can also be the silent killer of great campaigns otherwise destined for success. But the amount of data you collect is only the beginning…