Document Title

Section 1: POST-EVENT METRICS TO DELIVER

POST-EVENT METRICS TO DELIVER explains how to track demand and pipeline creation to demonstrate event contributions to business goals. The document asserts that success depends on a clearly defined objective for the event. A predefined list of goals and measures aligns the team on what success looks like. A post-show plan is recommended to organize follow-up with leads and continue engagement after the event. Measuring short-term results helps show how activity translates into long-term success. The four-step ROI framework—Define Success, Have a post-show plan in place, Measure long-term, Track progress—provides a method to assess event value. Typical post-event measures include Net New Leads Created, MQLs Generated, Pipeline Created, Pipeline Influenced, Revenue Created, and Revenue Influenced. The page also promotes Certain’s products and resources to help deliver measurable results, including a request-info call to action. The content is designed for marketers evaluating event effectiveness and for teams coordinating post-event activity to prove business impact.

Section 2: Here are four steps for marketers to take to determine ROI with confidence every time

Here are four steps for marketers to take to determine ROI with confidence every time. The following subsections summarize each step.

1. Define Success

Define the objective of the event. Have a clearly defined list of goals and measures. The goals and measures align the team on what success looks like.

2. Have a post-show plan in place

Lead follow-up should be quick and efficient after the event. Marketing and sales should have a plan in place in advance to follow up with leads and continue engagement after the event. Schedule regular check-ins to provide a full view of qualitative and quantitative insights, showing how the company is tracking against the predetermined objective.

3. Measure long-term

Know how to measure a day, a month, and six months out from an event. These time horizons show how shorter-term results translate into long-term success.

4. Track progress

Schedule regular check-ins to provide a full view of qualitative and quantitative insights against the objective. This ongoing visibility demonstrates progress toward the predetermined goals and ROI.