Show the Money
Data points you need to track for event attribution.
Attribution in Tech event marketers is integral to the success of the growth. Ready to turn your events program into an influence powerhouse? Let’s unveil some additional attribution metrics you need your Revops and Marketing ops team to track for you in a dashboard to unlock your event's true money-making potential!
Sales Qualified leads
The gold standard that everyone on your team can agree on. A hot lead walks up to you and says “I’m ready for a sales conversation, how can I book a meeting?” Keep a count of those. 🔥
Marketing Funnel leads
Everyone that steps into your booth should be heading into the top of your marketing funnel onboarding materials. I make a list of all event contacts and give the sales reps 3 days to pull them into a sales lead category. Everyone else is pushed into the marketing org. If they are a net new contact, they get an onboarding series of emails. If someone is already a marketing contact, work with your growth marketing team to see how you can move them down the funnel with this new event information.
Product Actions
You can work with your growth marketing team to track if event attendee accounts make a selected change in the product. I.e. connected a data source, added a user, or used an integration. These are incredibly powerful metrics to show the influence of your event. This would be most appropriate at a user conference, or co-marketing event where the audience is a majority of users.
Social/Press Mentions
Trying to increase brand awareness? The LinkedIn hashtag is still a valuable tool if brand awareness is your goal. Design an event that is worth sharing and count how much influence happens online and report those numbers as legitimate reflections of the audience’s perception of your brand. I recommend keeping a deck of screenshots for the social proof for your events.
Partnership Leads
If you read my staffing guide to field marketing events, you know having your partnerships professional at events is a must. They think about the big picture of how your product can build relationships - and future co-marketing, co-selling, and revenue share motions. Have your partnerships pro complete a report of who they talked to and how that influenced their partner-sourcing pipeline after each event and periodically update you on the motion of those conversations.
The impact of an event can seem intangible, but there are concrete ways to measure the influence of your event program. Create a compelling narrative about your contributions to the business based on consistently measured metrics over time. What are some of the ways you can measure your events?