Attending events and conferences is a huge investment. From flights and hotel rooms to sponsorships and booth swag, the price tag can total in the tens of thousands to even millions depending on the sponsor party you throw. So yes, you had a great weekend, talked to a lot of B2B marketers and attended the best parties, but how many event leads went on to be opportunities and customers? Did you accelerate your deal velocity or upsell any current customers? In other words, was the event spend worth it?
This is why marketing attribution software is absolutely necessary in the B2B events world.