The Event Marketing Playbook: Metrics & Data Strategy
Tracking key event marketing metrics around demand and pipeline creation is important to show how events deliver on overall business goals. Learn how with this guide.
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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…
More About The Event Marketing Playbook: Metrics & Data Strategy
Tracking key metrics around demand and pipeline creation is the key to showcasing how events deliver on overall business goals. But without quality data to inform those metrics, marketers are missing an essential piece of the puzzle.
Find out more about how event marketers can:
- Establish & track both short & long-term measures of success
- Determine prospect & customer intent with event-based buying signals
- Utilize more personalized, meaningful engagement with prospects to help drive pipeline
And much more!
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