Thursday April 6, 2017

The CMO Perspective - How to Measure and Track Your Event ROI

Face-to-face events are an integral part of a CMO’s strategy to engage customers and drive revenue. Yet, in the digital age - where every tactic from advertising and social media, to mobile apps and email, is measurable down to the click, reporting on event programs can be problematic at best.

Today's event professionals have to move beyond the event logistics and activity reporting to become strategic, ROI focused marketers. This requires understanding how events not only engage customers, but also accelerate the sales cycle and deliver bottom-line results. It requires understanding the language of the C-suite and the technology that can help demonstrate that value.

In this webinar, we will discuss how event planners can communicate the financial impact of events to the C-suite, transforming events from a cost center to a revenue engine, including:

  • How to measure and track ROI throughout the event lifecycle – before, during and after the event.
  • How to align goals, metrics and results with sales for better pipeline performance
  • How to track the Attendee Journey throughout your CRM, event and marketing automation systems

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Cvent, Inc. 1765 Greensboro Station Place
7th Floor, Tysons Corner, VA 22102


Stephen Carroll

Stephen Carroll

Senior Director, Enterprise Marketing & Partnerships, Cvent

Darla Novak

Darla Novak

Senior Manager, Enterprise Marketing, Cvent

"I view face-to-face events as an integral part to the closed-loop marketing process. So when my team wants to invest in particular events, I look for the marketing return on investment of that event, just like I would, for example, on investing in digital media."

-Anthony Christie, CMO, Level 3 Communications