For many B2B marketing departments, event marketing takes up a significant portion of the budget. According to the State of Pipeline Marketing Report 2016, 72.2% of B2B marketers invest in conferences and/or tradeshows, the sixth most commonly used channel.
While events can be highly effective opportunities, they pose a measurement challenge for many marketers. Digital channels are fairly easy to track. As prospects come to your website, they leave a digital footprint which allows marketers to understand their behavior—where they came from, what pages they visited, and if they filled out any forms. This information is critical for measurement and, more specifically, for attribution.