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Events are a powerful networking tool and are crucial to driving leads for sales. Did you know that according to Forrester Research, events are known to take up about 12% of the B2B marketing budget each year? But also, according to Forrester, only a small fraction of 18% of event technology vendors have seen clients capable of demonstrating measurable returns on these budget-consuming events. Most B2B marketers spend all their money tracking the time that potential customers are spending on their websites but admit that they do not know how to calculate the value of all that happens between prospects or customers during event-related interactions.
So, how B2B marketers measure return on event spend?
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