It’s 2018, and you’re still measuring media exposure for event ROI only?
Chances are you do.
According to the research conducted by Marketing Profs, 70% of marketers say that the most common metric to judge event ROI is the amount of media exposure generated.
What’s more, while events occupy the largest share of marketing budget among dominant B2B marketing channels, rarely event marketers measure the ROI based on sales generated. Only a little above one-third of marketers use sales metrics (new referrals, quality of leads, deal closure, the value of sales, and cross-sell/upsell opportunities) to measure event ROI.
This situation is alarming given that today in 2018, data-driven marketing is no more a buzzword but real bread and butter. Leaving the largest share of your marketing mix unmeasured creates a black hole in your ROI calculation. You’d never how your marketing program is contributing to the business growth.
The Call-to-Action for you is straightforward: