1. Quantitative vs. Qualitative Measurables

Quantitative: what finance is looking for:

• Pipeline velocity - did deals that sprouted at the event move faster?
• LTV extension -  did lifetime value extension increase?
• Pipeline generated - were new relationships tagged in CRM at registration?

Qualitative: while less measurable, can still be translated into business terms:

• Press impressions - weighted by relevance to your buyer.
• Social reach - measured by engagement from your ideal customer profile

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Qualitative metrics support the case for the event. Quantitative metrics communicate what was achieved with the budget.

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2. Corporate Event ROI Calculation

Event ROI (%) = [(Attributed Revenue − Total Event Spend) / Total Event Spend] × 100

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Attributed Revenue: define your goals before the event, some ideas: first-touch for pipeline creation, multi-touch for acceleration, full attribution only for documented single-cause closes.

Total Event Spend: venue, production, staffing, travel, gifting, and internal planning hours - this needs to be clearly defined. A rough estimate will likely end up in an event that costs way more than you expected.

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3. Post-Event Outreach

This piece is arguably the most important. Most events lose their return around 90 days after because they assume the work is done the minute the event ends. Here’s what you should do to prevent drop-off:

• Tiered follow-up - reach out to each lead according to their interest level at the event, meet them where they are at in the pipeline
• Sales handoff within 48–72 hours- it is important to do this while the relationship is still warm.
• Content that references specific conversations -  during the event, take note of one thing about each person you talk to, this goes so far when you reach back out to them and remember something unique about them
• A fixed attribution window (30/90/180 days) - stick to this to truly understand the ROI on your event.

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Finding the Right Partner

A partner that executes a beautiful event is not hard to find. However, a partner that plans and budgets with you is rare, and that’s where we come in. We will talk ROI with you and work to achieve your goals from start to finish.

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