Event marketing occupies a unique space in a marketing team structure. On one hand,event marketing is critical for high-performance marketing teams to connect and engage with a core group of responsive prospects and current customers. On the other hand, event marketing is often expensive and, in many cases, focuses very heavily on the top of the funnel and not enough on down-stream marketing efforts.
For this reason (among others), executive interest in marketing events has spiked sharply, especially over the last year or so. Many marketing teams went through a period of crisp budget cutting, and for event marketing teams focused mainly on bringing in new leads, projects were abruptly shut down. It can be difficult for executives to grasp the full complexity and necessity of event marketing initiatives without the right metrics to explain things to them.
With this step-by-step guide, your team can effectively present event marketing ROI to executives, ensure they understand the bottom line of what these metrics are saying, and set the stage for ongoing success.
Download our ebook, Presenting Event Marketing ROI To Executive for some steps you can take to define event success.