Sales Productivity

Event Marketing Playbook: How to Predict ROI & Drive Revenue from Events

Maria Akhter
Event Marketing Playbook: How to Predict ROI & Drive Revenue from Events

Events can be an important part of your overall revenue strategy, but it’s not always easy to prove their ROI. Plus, events are costly so event marketers need to be able to answer the question: was the investment in this event worth it?

In this playbook, we’ll walk you through not only how to drive more revenue from your events but also provide you insights into whether a particular event is worth sponsoring or attending.

Before diving into the details, let's consider when you should run this playbook:

  • When you're attending an in-person or virtual event with more than 100 attendees.
  • When you need to identify the registrants to prioritize for meetings during the event.
  • When you're seeking a way to personalize your outreach with your ideal prospects after the event.

With a strategic event marketing playbook, you can expect to boost revenue generated from events and increase the conversion rate from event attendees to SQLs. Let's dive into how to transform your event marketing efforts and drive results.

Step 1: Gather the Event Attendee List

The first step is to compile a list of event attendees. If you're uncertain about whether you should sponsor an event, consider requesting a sample list of companies that have attended the event in the past from the event coordinator. 

MadKudu can help with the next part. Once you’ve got a list of companies, you can quickly score this list within Google Sheets to see what percentages are within your target audience.

Step 2: Segment and Prioritize

After compiling the list, it's time to upload it into your system of record (either your CRM or another marketing automation platform). MadKudu will automatically segment the list into four categories: Very Good, Good, Medium, and Low fits. This basically is a quality categorization so you can assess whether the event attendees are good, very good, medium, or low fit customers for your business. 

Step 3: Focus on High-Value Leads

Narrow down your focus to Very Good and Good leads, since these prospects contribute to the majority of your revenue. By focusing on the high-value opportunities, you’ll increase your potential for revenue and you’ll have a better way of focusing on the worth-the-investment leads. 

Step 4: Craft a Value-Oriented Sequence

Set up a sequence to engage these prospects starting a couple of weeks before the event. Instead of a hard sell, offer something of value to encourage meetings on-site. Here's an example that has proven effective:

Step 5: Post-Event Follow-Up

After the event, assign the best-fit accounts to your sales reps for follow-up. MadKudu's Sales Intelligence provides valuable insights, including top buyer signals and recent activities, enabling you to customize your outreach and increase reply rates.

This event marketing playbook will help you not only increase the revenue generated from events but also gain a better understanding of whether an event is worth your sponsorship or attendance investment. With data-driven insights and strategic planning, your event marketing efforts can lead to tangible results.

Plus, this playbook is just one example of how companies can leverage MadKudu to generate more revenue from events. If you're eager to explore this further and witness the impact on your event marketing strategy, don't hesitate to book a demo today.