In today’s fast-paced, ROI-driven landscape, hosting a B2B event isn’t just about the wine and dine anymore—it’s about delivering quantifiable value to stakeholders and investors alike. More than creating an environment for executive networking, event marketing efforts are high-impact growth machines that can help accelerate your business growth.
Gone are the days when the success of an event could be gauged by how ‘well it seemed to go.’ Read the blog below to discover not just the ‘how,’ but the ‘why’ and ‘what’ of measuring your B2B event marketing strategies.
Why Measure B2B Events Marketing Performance?
In an increasingly data-driven environment, the importance of measuring the performance of your B2B events cannot be overstated. Utilising advanced analytics tools can provide real-time insights that allow for immediate adjustments to optimise event marketing effectiveness. Making the effort to collect and analyse event data offers critical feedback for continuous improvement.
What you measure should also align with and be integrated into your overarching business strategy. By employing a data-centric approach, your B2B events become more than just a line item; they evolve into strategic investments that generate measurable value. Adopting this mindset is critical to realising the full potential of your B2B marketing strategies.
20 Important KPIs for Measuring B2B Event Success
Navigating the success of your B2B events can seem like a labyrinth. How do you cut through the noise and pinpoint the indicators that truly matter? The answer lies in a robust set of Key Performance Indicators (KPIs). Here 20 KPIs you should consider to ensure the success of your B2B event and event marketing efforts.
1. Total Registrations
Even before the B2B event starts, monitor how many people register. Doing so gives you an initial gauge of interest of your attendees or potential leads and helps in logistical planning.
2. Event Check-ins
Measure actual attendance through check-ins, as it allows you to evaluate the effectiveness of your pre-event marketing and make real-time adjustments if needed.
3. Live Polling Response Rate
Utilise real-time polls during sessions to measure immediate attendee engagement. A high response rate can indicate that the B2B event content is resonating with your audience.
4. Messages Sent
Count in-event messages to assess the level of networking and attendee interaction as it offer valuable insights into the overall atmosphere and attendee engagement at the B2B event.
6. Speaker Engagement
Use session analytics to examine attendee interactions with your B2B event speakers, such as questions or time spent in a session, to help evaluate the quality of your speakers and their topics.
7. Session Analytics
Monitor session attendance and drop-off rates to identify the most engaging topics or formats. This data can be invaluable for planning future B2B events and refining your event marketing strategies.
8. Top Performing Topics
Identify sessions or topics that garnered the most attendee engagement and interest to help understand what event marketing content resonates most with your audience.
9. Social Media Mentions
Assess your B2B event’s digital footprint through mentions and hashtags across social media platforms. A high number of digital engagements usually indicates successful event marketing branding and broader audience reach.
10. Gross Revenue
Calculate total revenue from ticket sales, sponsorships, and other revenue streams, such as merchandise sold. Doing so provides an immediate metric for your event marketing’s financial success.
11. Cost-to-Revenue Ratio
Compare the direct and indirect costs of the B2B event against the generated revenue. A lower ratio indicates higher financial effectiveness and profitability.
12. Returning Attendees
Keep track of the number of repeat attendees, which is a strong indicator of long-term event marketing engagement, customer satisfaction, and brand loyalty.
13. Net Promoter Score (NPS)
Calculate NPS by subtracting the percentage of detractors from promoters. A high NPS generally suggests that your event marketing effort met or exceeded attendee expectations, paving the way for B2B marketing success.
14. Post-Event Surveys
Use post-event surveys to gather both qualitative and quantitative feedback. This information can offer actionable insights for continuous improvement to enhance business and event marketing strategies.
15. Sales Qualified Leads (SQLs)
Identify the sales-qualified leads that are most likely to convert into sales post-event. This KPI helps in evaluating the effectiveness of your event marketing strategies in terms of sales enablement and potential revenue.
16. Pipeline Generated
Measure the potential value of deals that have entered your sales pipeline as a result of the B2B event. This can give you an idea of the longer-term financial impact of your event marketing.
17. Accounts Influenced (ABM)
In Account-Based Marketing, assess how many target accounts were engaged or influenced by the B2B event. Doing so is crucial for B2B event marketing companies focusing on specific high-value accounts.
18. Customers Acquired
Count the number of new customers acquired due to the B2B event to help you measure the event’s effectiveness in closing deals and generating new business.
19. Cost per Customer Acquisition
Calculate the cost involved in acquiring each new customer through the B2B event. This metric can help you understand how cost-effective your event marketing was in generating new business.
20. Customers Acquired
Aggregate reactions from various channels available in the ever-expanding B2B market space, like social media, surveys, and feedback forms, to gauge both the emotional and intellectual impact of your B2B event on attendees.
Reach Your Audiences by Hosting B2B Events Marketing with The Ortus Club
B2B events are strategic investments that can yield substantial ROI, influence critical accounts, and build lasting brand loyalty. However, the key to unlocking this potential lies in meticulous planning, real-time tracking, and post-event analysis using well-defined KPIs. Without these metrics, you’re essentially navigating the competitive landscape blindfolded.
By partnering with The Ortus Club, we ensure that your events resonate with your target audience, from compelling speaker line-ups to engaging topics. The Ortus Club specialise in event marketing and understands the importance of each of these KPIs in delivering success. Our tailored approach takes the guesswork out of B2B event planning and execution.
Interested in learning more about acquiring business success with B2B events? Contact us today to get started on your event marketing journey!
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