Because of the high cost of in-person events, it is natural that marketing executives constantly demand proof of a positive return on event spend. Sadly, this often descends into reporting the number of leads that have been generated as the sole measure of success. Additionally, marketers sometimes struggle to report into sales with leads in a timely manner, causing missed opportunities and failed handoffs. The challenge is to provide a credible measurement story of the value of an event to sales and executives.
In this webinar replay, we provide a structure for reporting on in-person events and offer examples of metrics that marketers can use to gauge event success.
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