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What criteria do you use to select events that have the highest potential ROI?

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2 Answers
Event Marketing Strategy
  1. Kexin Chen
    Kexin Chen

    Harvey Vice President Marketing • 2y

    For ROI, it's helpful to know what the outcome of the event is meant to accomplish (IE: generate, progress, and or close pipe).Can impact the content strategy and the audience criteria you target. It can be for both, but having clarity here also helps with aligning your criteria for ROI. We currently look at the spend efficiency of a program so that is looking at our Marketing Pipe divided by the total cost to run the program. To ensure we are efficiently spending, I also keep an eye around Host ...Read More

    882 Views
  2. Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    Historical data is going to be your biggest assist when selecting events that have the highest ROI. However, historical data is not always available. Here are some other things to consider when selecting events: Number of attendees in your target personas at target companies Whether competitors are attending the event, or not Location, and whether you need to pay employee travel cost to attend or if you have local employees Other activations besides a booth, such as evening events, speaking sess ...Read More

    480 Views

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