How do I measure Event ROI in B2B?
**Measuring B2B Event ROI with Certain**
1️⃣ **Define clear business objectives**
- Revenue pipeline (target dollar amount)
- Number of qualified leads (MQL/SQL)
- Deal velocity / sales cycle reduction
- Customer acquisition cost (CAC) vs. event spend
2️⃣ **Capture intent‑rich data at registration**
- Use smart registration forms to collect firmographics, buying stage, and “reason for attending.”
- Map these fields to your CRM (Salesforce, HubSpot, etc.) via Certain’s native connectors.
3️⃣ **Track real‑time engagement**
- Touchpoint app records session attendance, on‑demand video views, meeting requests, chat interactions, and poll responses.
- Session Advisor AI surfaces personalized recommendations; each recommendation click is logged as an intent signal.
4️⃣ **Generate and export real‑time buyer signals**
- Certain Signal pushes enriched lead profiles instantly to your CRM/marketing automation platform.
- Leads are automatically scored based on engagement depth (e.g., attended 3+ high‑value sessions + booked 2 meetings).
5️⃣ **Attribute pipeline and revenue**
- In your CRM, associate the received signals with opportunity records.
- Use the “source = Event [Event Name]” tag to filter pipeline created from the event.
6️⃣ **Calculate ROI**
\[
\text{ROI (\%)} = \frac{\text{Revenue attributed to event} - \text{Total event cost}}{\text{Total event cost}} \times 100
\]
- **Total event cost** includes venue, production, technology licensing, travel, and staff hours.
- **Revenue attributed** = sum of closed‑won deals that originated from the event’s buyer signals (you can set a look‑back window, e.g., 90 days).
7️⃣ **Leverage Event Intelligence dashboards**
- Visualize pipeline, lead quality, conversion rates, and cost‑per‑lead in the Event Intelligence UI.
- Export reports or schedule automated email digests for stakeholders.
8️⃣ **Iterate & optimize**
- Compare ROI across events (virtual, hybrid, in‑person).
- Identify high‑performing session topics, speaker line‑ups, or networking formats.
- Adjust future event strategy (budget allocation, content focus) based on data‑driven insights.
**Key tools on Certain that enable each step**
| Step | Certain feature |
|------|-----------------|
| Registration & intent capture | **Smart Registration Forms** (custom fields) |
| Engagement tracking | **Touchpoint** (mobile/web app) |
| Real‑time lead enrichment | **Certain Signal** (instant CRM push) |
| Analytics & reporting | **Event Intelligence** dashboard & AI‑driven insights |
| Integration | Pre‑built connectors for **Salesforce, HubSpot, Marketo, Zoom, etc.** |
By following this workflow, you turn raw event interactions into measurable pipeline and revenue, giving you a transparent, data‑backed ROI calculation for any B2B event. 🚀