Events That Actually Produce ROI
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Truth be told: most events are a gamble. You pour in time, budget, and energy, only to (sometimes) end with a stack of business cards and a vague sense that “it went well”.
In today’s data-driven and budget-cautious world, that’s not good enough. Every penny spent needs to be justified and every event needs to show clear, commercial value.
You need events that actually produce ROI – events that deliver tangible, measurable results.
Here’s how to ensure your events are more than just a company expense
Truth be told: most events are a gamble. You pour in time, budget, and energy, only to (sometimes) end with a stack of business cards and a vague sense that “it went well”.
In today’s data-driven and budget-cautious world, that’s not good enough. Every penny spent needs to be justified and every event needs to show clear, commercial value.
You need events that actually produce ROI – events that deliver tangible, measurable results.
Here’s how to ensure your events are more than just a company expense:
1. Set clear objectives:
Define what success looks like. Is it lead generation, brand awareness, or direct sales?
2. Know your audience:
Tailor the event experience to meet the specific needs and interests of your target attendees.
3. Engage through experience:
Create memorable experiences that resonate with your audience. Think interactive sessions, expert speakers, or immersive environments.
4. Leverage technology:
Utilise event tech (if possible) for registration, engagement tracking, and post-event analytics.
5. Follow-up strategy:
This is where ROI lives or dies. Post-event is your golden window to strike while the interest is hot.
According to eventbrite, analysing results is crucial to understanding your event’s success. Don’t just count attendees – track how many qualified leads were generated, calculate your cost per lead, and weigh it against your event spend – this is how you move to real, informed business decisions.
Example: If you gathered 80 qualified leads from an event that cost £1,000 to run, you cost per lead is just £12.50. If your original goal was 50 leads, you’ve acceded your target by 60% – a clear signal your event generated ROI.
Tip:
Have a plan for post-event engagement to nurture leads and convert interest into action. Whether that’s personal outreach, booking demos, or warming up leads. Use SDRs that are equipped to move fast and keep the momentum going.
Measuring success
You can use eventbrite’s ROI event template to calculate it:
Getting more with less
Can you achieve the same outcome through a different, potentially more cost-effective route?
Evaluate whether using Paid advertising, PR, or recruitment support can help you optimise your future event strategy based on cost-efficiency.
SDRs supercharging ROI
SDRs can be your secret weapon for driving ROI for both pre-event and post-event activities.
Pre-Event
SDRs can help boost registrations with targeted outreach. They can line up meetings with high-value targets before the event kicks off and send tailored invites to get key prospects in the room.
Post-Event
This is where most brands fall flat. Our SDRs turn warm interest into pipeline. They follow up fast, book qualified meetings, and continue nurturing leads that aren’t ready yet, so no opportunity slips through.
Real Life Success Story
Domo was running a webinar with their partner Manzeera, focused on helping businesses shape and execute their ESG strategy. We were tasked with driving 100 sign-ups in 10 weeks. Using focused call cadences, automated emails, and quick follow-ups for warm prospects, our SDRs made 80-100 calls per day – resulting in 122 webinar registrations. A perfect example of how SDRs can make events work before they even start.
B2B brands doing it right
Dreamforce by Salesforce
An experience that feel more like a festival for business minds, rather than a conference hall with slides and salespeople. Salesforce uses this event to deepen relationships and supercharge pipeline momentum.
Slush
An event where Startups meet investors in high-impact sessions designed for outcomes. The result? Billions in funding, thousands of meetings, and a reputation for being the launchpad where ideas get tractions, and deals get done.
Some final thoughts..
Creating B2B events that actually produce ROI requires intentionality, a lot of planning, creativity, and a focus on measurable outcomes. By setting clear objectives, understanding your audience, and post-event tracking, you can transform events into powerful tools for business growth.
Let’s talk about how SDRs can help you transform your event leads into revenue.