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WP: 4 Keys to Track & Optimize ROI From Events - DemandGen Report by Validar

Validar WPTitle:  4 Keys To Track & Optimize ROI From Events

Subtitle:  Tips & Tricks To Help Marketing, Sales and Marketing Ops Maximize The Impact of In-Person Investments To Increase And Measure ROI

Published by/Authors:  DemandGen Report White Paper sponsored by Validar

Gated: No

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Length:  12 Pages


  • Research from DemandGen found 68% of respondents said in-person events were the most successful of all marketing’s tactics at generating quality leads for the top of the funnel
  • Matt Heinz said, “There is simply nothing that can replace meeting your customers and prospects fact-to-face.”
  • Ruth Stevens is quoting from Forrester which shows events and trade shows represent the biggest line item in B2B budgets at 20% of average
  • Jim Obermayer, Founder of the Sales Lead Management Association, added that events are only increasing in popularity because brands can track closed deals to in-person meetings. “Research has proven that people do business with people they have met, have spoken to and shaken hands with at corporate events and trade shows. This is what has fueled the huge growth in corporate events.”
  • The authors discuss the executive impact which is needed for event performance.
    • With increased event budgets there is a growing need for tracking event ROI but many marketers do not know how.
    • The paper makes the case that sales, marketing and marketing ops has to work together to understand the event’s pre, during and post event activities. The paper outlines what each department must do
  • Setting the Stage: How Key Teams Can Optimize Pre-Event?
  • And We’ve Live: Tips for Cashing in on Site
  • Increase ROI by Providing an Opt-In
  • The Aftershock: Maximizing Revenue Post Event

SLMA Comments:

This is a well-balanced road-map for sales and marketing cooperation while looking toward the revenue outcome.  (Hey, that’s what matters)   

 Why It’s Important:

“According to a Salesforce report, trade show leads have a 29.6% open-lead (MQL) to closed lead percentage. That’s higher than marketing and advertising campaigns (21.8%).”

Recommended for: 

  • President
  • C-Level Folks
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Content Management and Creation
  • Product Management

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 You may also like: 

Was that Show Worth It? How to Measure Revenue for Trade Show Investments

Five Ways to Increase Qualified Leads from Trade Shows by 300%

 About the Authors

Demand Gen Report is a targeted online publication that uncovers the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth.   201.257.8528

Validar is a B2B Lead Management company that specializes in events. This white paper aligns very well to our value proposition and the solutions that we offer. We firmly believe events are the very best way to drive customers to buy, and we also believe event marketers are devalued due to the nebulous nature of event measurement. 201.257.8528   206.264.9151


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