May 22, 2025
Overview
An event acts as a blueprint guiding potential buyers through their journey with your brand.
Setting clear, strategic goals for each event transforms it from a one-time experience into a purposeful part of your sales funnel.
Event goals should align with broader marketing and sales objectives.
Goal-setting turns events into powerful tools by connecting attendees to your brand and accelerating progress through the funnel.
Evaluating Event Impact
Evaluating Event Impact: What Every B2B Marketer Needs to Know.
- How can I evaluate event impact across the full buyer journey?
- How do I tie event goals to funnel performance?
- How do I know if my event actually moved the needle?
- What should I be measuring before, during, and after an event?
- What KPIs truly matter for B2B event success?
Marketers are not alone in this challenge.
By establishing the right metrics, strategies, and frameworks for event goals, B2B marketers can go beyond attendance and surface-level engagement to measure what matters: pipeline impact, sales velocity, and ROI.
Whether you are planning your first field event or optimizing a global campaign, Certain can help you connect every event to real business outcomes.
This content invites readers to connect with one of our event AI specialists to learn how our AI-powered event technology can turn events into funnel-fueling machines.
Connect with one of our event AI specialists and see how our AI-powered event technology can help turn your events into funnel-fueling machines.
Resources and Guides
Download The Ultimate Guide To Event Buying Signals
Harness event buying signals to drive growth, capture sales opportunities, & maximize business impact.
Get the Guide
The Ultimate Guide To Event Buying Signals (Summary)
Download The Ultimate Guide To Event Buying Signals.
The guide helps harness event buying signals by providing strategies to drive growth, capture sales opportunities, and maximize business impact.
Solutions
Deliver And Manage Virtual, Hybrid, In-Person, & On-Demand Events Anywhere With Certain Platform
Engage Attendees
Touchpoint
Stay connected with guests before, during, and after virtual and in-person events with event engagement software.
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Analyze Performance
Event Intelligence
Analyze and visualize event data extracted from any source with event intelligence software.