How do we measure the ROI of our B2B corporate events?

[Dimaeiya333]

It would seem that the goal of organizing a webinar or a workshop is to share knowledge and educate our target audience or clients. The goal of organizing a party or an activity is to make people have fun. Well, in my opinion, not exactly: these are the reasons and they are difficult to measure. In this article we are going to talk about how to measure the ROI in ICT events.

For every event, no matter how small, we should set some specific objective that we can measure. If we get this right, we're halfway there.

On the other hand, using only financial benefit as a parameter to measure the ROI of an event doesn't seem fair either, right?

In this article I will try to identify some objectives and KPIs that we use at PGR to measure the return and success of the events for B2B companies that we organize.

In our case, measuring ROI starts as soon as you think about planning, organizing or attending an event. In the end, when you think about it, almost everything can be measured. We just need a strategy and to start long before the day of the event. PGR organizes dozens of corporate events for itself and for B2B clients during the year, so once one is over we have to quickly move on to another one and if we didn't have the habit of continuously measuring, we wouldn't have time between one and the other.

1. Let's get to work.

The basis: let's choose SMART objectives. Let's make sure they are clear, concise and that the whole team knows them. Let's establish what we want to achieve in terms of:

Operations
Brand awareness
Satisfaction of attendees
Impact of the event
Income
2. What are we going to measure?
Once we have a goal (it's good that they are ambitious and brilliant) accounting directors email address we think and try to figure out how to achieve it, so that we end up with a phrase like "I will achieve X if I get so many Y".

Make a list of all the data and how it correlates to your goals. For example:

Turnout
Leads generated
Sales
Social Mentions / Likes / Shares
Links and references to our website
Opens and clicks to our event invitation email
Opinions and testimonials
3. How do we measure it?
At PGR we have the number one technological platform in the world for this type of work: HubSpot . Our powerful CRM is capable of measuring the actions and interactions of the entire target audience on the web, on social networks, in messages and landing pages, etc. in a unified and combined way.

Your CRM or the tools you use to distribute your messages can also offer you data analysis and statistics.

4. Ready, set, go!

We establish a metric for each of the objectives we are going to measure and we establish a point in this metric that separates success from failure. To do this, we must measure the period without an event in order to compare it with the events brought by the celebration.

Now it's time to analyze the data we've gathered, take a closer look at it, and determine how it's performing against our goals: