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Welome back to our series on marketing performance management. In this series we cover decision making based on performance data across key areas of marketing including team managementpaid media, and content marketing

In this post we'll switch gears to focus on events marketing, an important channel for many marketing teams. 

Events/conferences is one of the few channels where live, in-person engagement happens. It’s the channel that requires careful coordination with sales to make sure that people and marketing assets are in place at the right time and at the right place. 

Events also have a large upfront cost. They are big investments and deserve careful attention to determine whether the investment paid off. Imagine spending $100K to sponsor an event and having no clue whether any of the leads from that event converted to revenue. This post will help you avoid that.

events marketing booth photo


How To Measure Pipeline and Revenue From Events and Conferences

How do events marketers measure pipeline and revenue generated from a certain sponsored events and conferences? It starts with reporting engagement. 

One way to think about whether you need to report points of engagement is whether you are making an intentional effort to engage with attendees and whether you are spending money for these engagements. 

Simply, you want to know whether these engagements are worth paying for and using attribution will help you understand this. 

The first step is creating an ad campaign inside your CRM for each important source of engagement. For example, for booth demos you’ll create a “campaign” labeled Booth Demos At Event X

Other sources of engagement can include tactics that generate leads through badge scanning, booth contests or feature giveaways are a good example. Label these campaigns with something like Badge Scans At Event X. 

The next step is generating a report for these campaigns that you just created.

Here are the reporting parameters you'll need from your CRM:

  • Opportunity type equals New Business
  • Ad Campaign
  • Sum of Opportunity Count (W-Shaped or other attribution model)
  • Sum of Revenue* (W-Shaped or other attribution model)
  • Opportunity Stage

There are many other performance metrics -- choose the ones that answers the most important questions from you or the team.

events reporting screenshot.

Here's a list of tactics for improving the ROI of events marketing.

Measuring Lead And Account Quality For Events Marketing Performance Management

The quality of leads generated from event sponsorship is a topic that B2B marketers need to explore in their performance management reporting. You may get an attendee list ahead of the event, so grading informs you of whether the event in question draws in the right audience. 

You might scan hundreds of badges during the event. So grading  can also tell you if leads who engaged with your brand at your sponsored booth are “warm” and should be prioritized over leads generated from other channels. 

You need to communicate with your sales team about an influx of leads, or you may need to coordinate outreach efforts with tailored messaging or content to new leads who came in from an event. Either way, grading is an important part of performance management for events marketing. 

As we've discussed before, field marketing is just another word for sales.

How do event marketers measure and report on the quality of the attendees?

Solution: Create a lead grades report for each event or conference. Here’s how to do it.

Start by filtering for the campaign names based on important engagements, e.g. booth demos and registration (attendee list) -- the ones that you want to measure. Then, choose to look at your data by Ad Campaign Name and Lead Grade by dragging them into the row group and subgroup, respectively. Finally, add Lead Count as the column group to see the breakdown of graded leads per campaign. 

Here are the reporting parameters you'll need from your CRM:

  • Ad Campaign
    • Lead Grade
      • Lead email
  • Sum of Lead Count (U-Shaped or other attribution model)events reporting screenshot 2

Once you’ve built this report, you can choose to create a chart and see the lead distribution by grade visually.

events reporting screenshot

This report allows you to see information like the quality of leads that did a demo with your sales rep at the event or those that attended a specific event such as a conference after party. 


We’ve covered a lot of material in this series and we hope you’ve been inspired to explore how these metrics can support marketing performance management.

Whether you are a team lead or a practitioner, everyone can benefit from understanding how marketing spend translates into revenue. 

You are building a revenue generating strategy and performance reporting helps your team become efficient and effective in its execution.

The data derived from these reports offer a strong foundation for predictive reporting.

We hope this series has helped you develop marketing performance standards and focus on the outcomes of marketing: pipeline and revenue. To download the entire series compiled in one ebook, click the banner below.