Best Practice Report

Mastering B2B Event Measurement

Best Practices For Aligning Event Measurement To Business Goals

September 13th, 2024
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributors:
Steven Casey , Chantelle Fynn , Arianne Burnette

Summary

Measuring the effectiveness of B2B events requires a customized approach that considers the differences in complexity, cost, and objective across event types. Small events, such as webinars, typically represent one touchpoint inside a long and complex buyer’s journey. Large events often absorb a disproportionate amount of marketing budget while addressing multiple priorities for demand generation, brand building, and customer engagement. In this report, we outline best practices for B2B event measurement and provide a template to align marketing and sales metrics to the specific objectives each event is designed to achieve.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.