Best Practice Report

Marketers Must Work Harder To Measure Virtual Event Success

July 19th, 2022
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Daryl Wright , Laura Cross , Brett Kahnke , Renee Irion , Jessie Johnson , Lisa Nakano , Chantelle Fynn , Kate Pierpont

Summary

Virtual events offer unique performance reporting opportunities due to the extensive data capture opportunities they present. This data allows B2B marketing leaders to demonstrate event value through a wide range of performance measures while also ensuring a more personalized attendee experience. To properly measure event value, leaders must agree on what they are going to measure and subsequently partner with internal stakeholders including marketing and sales operations to build effective processes and infrastructure. In this report, we describe the key considerations around virtual event measurement and share best practices for metric selection and data capture.

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