This dashboard provides insight into:
First things first: you can never measure the full success of a sponsored booth or an event purely on leads. In fact, giving your marketing team and account executives a lead quota is the easiest way to ensure you’ll get tons of unqualified badge scans and contact details(and waste a lot of time).
Instead of leads, you should measure short-term event success like you would any other in-market activity: based on pipeline and revenue.
But what about long-term effects? How can you measure the impact of event contacts months or even years later?
Simple: by uploading booth contacts directly into HockeyStack with a CSV, through a form fill, or through your CRM, so we can connect those contacts with the rest of their journey automatically. If they already have trackable touchpoints, you can see the pre-booth journey leading up to the event. If they don’t, you can see the post-booth journey until they convert.
And that’s exactly what this report does for you.
Let’s break it down by section.
Like we mentioned, to measure the short-term influence of an event, measure it the same way you would measure any other short-term, in-market activity: by measuring pipeline or revenue, not MQLs.
This dashboard starts with the Total Pipeline influenced by Events, followed by breakdowns by New Business (NB) and Existing Business (Renewal and Expansion) Pipeline that was influenced by Events. Then, it shows the percentage of the total pipeline that was influenced by Events, demonstrating the event marketing impact on the total pipeline.
Next, the dashboard shows the performance of each event using different attribution models to help you measure data beyond a basic last-touch, direct leads, and event conversions, which can be crucial as the user journey is not linear and rarely involves only one touchpoint until the deal is closed.
You can easily filter data in these reports to see only the KPIs and outcomes of a specific event.
In the uniform attribution model, each touchpoint gets full credit, helping you understand how many leads and deals were influenced by events. In the linear attribution model, credit is evenly distributed across all touchpoints, meaning that a fraction of the lead or deal is assigned to the event, helping you quantify how events play a part in the overall marketing strategy and the user journey.
When you click on any number in the report, for example, 2 Deals from CMO Dinner, HockeyStack will take you to Journeys, so you can see which accounts and users became the Deal that was influenced by that event as well as the whole journey of the prospect and the account.
Following that, we have a report showing the pipeline impact of Events for one, three, and six months timeframe, helping you measure short and long-term outcomes of the event marketing.
Then, we have a report showing how long it takes between an account attending the event to becoming an opportunity.
Next, we have reports showing the average number of event touchpoints before an account becomes an opportunity, and between opportunity creation and winning the deal. This data helps you understand the effectiveness and impact of events throughout the sales process, providing insights into how events contribute to nurturing leads, converting opportunities, and pipeline velocity.
Lift of Events on Opportunity Creation and Closed Won shows the incremental impact of events - meaning the conversion difference between accounts that had Event as a touchpoint versus accounts that didn’t.
Finally, this report shows the reverse funnel to help understand the impact of events and how they fit within the wider marketing strategy over 0-6, 6-9, and 9-12 months before the Deal is Won.
What exactly is HockeyStack? How do we help marketers drive revenue more efficiently?
Jump in to uncover the ins and outs of Marketing Mix Modeling – from its mechanics to its ideal applications – with Drew.
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