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.
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