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A best-in-class ELG strategy is reflected with the highest possible score of 30 points. 

Add up the points based on your answers below to assess how mature your ELG strategy is:

How segmented is your audience targeting and reach? 

• Stage 1: No strategy (1 point) 

• Stage 2: Broad segmentation; limited targeting (2 points) 

• Stage 3: Segmentation based on demographics; targeted messaging (3 points) 

• Stage 4: Segmentation across account and persona criteria (4 points) 

• Stage 5: Advanced segmentation with intent signals; personalized outreach (5 points) 
   

How sophisticated is your approach to channel and content optimization?  

• Stage 1: Email only, reactive and sporadic content (1 point) 

• Stage 2: Use of primary channels (e.g. email, website, and social); generic content (2 points) 

• Stage 3: Some coordination of channel and audience-specific content (3 points) 

• Stage 4: Multi-channel deployment (e.g, paid ads, employee advocacy, community, influencer marketing, internal thought leadership); tailored content (4 points) 

• Stage 5: Seamless, personalized, multi-purpose content and campaigns (5 points) 
   

What level of engagement and insights are you tracking related to your events? 

• Stage 1: No engagement tracking (1 point) 

• Stage 2: Basic interaction (e.g., webinar chats, polls, occasional surveys); limited data collection (2 points) 

• Stage 3: Deeper engagement (e.g. multi-session events, private/intimate experiences, networking, community building, consistent surveys); attendee signals collected (3 points) 

• Stage 4: Proactive feedback & improvement loop based on insights (4 points) 

• Stage 5: Sophisticated profiling; personalized, data-driven interactions (5 points) 
   

How consistent and connected is your event tech stack and program analytics? 

• Stage 1: No consistent event tech stack or tracking (1 point) 

• Stage 2: Standalone registration; minimal tracking (e.g. registration, attendance) (2 points) 

• Stage 3: Connected systems (e.g. event tech platform integrated with CRM and marketing automation platform) basic analytics (e.g. leads, pipeline sourced and influenced, revenue, event ROI) (3 points) 

• Stage 4: Regularly reviewed & optimized tech stack (4 points) 

• Stage 5: AI-powered analytics; continuous optimization (5 points) 
   

How unified is your brand experience across event touchpoints and partnership ecosystem? 

• Stage 1: No consistent brand rules; no proactive partnerships (1 point) 

• Stage 2: Inconsistent branding; limited partnership (2 points) 

• Stage 3: Consistent branding; strategic partnerships (3 points) 

• Stage 4: Regular brand reviews & refreshes; tracking partner ROI (4 points) 

• Stage 5: unified brand experiences; influential partner ecosystem (5 points)  
   

How do you approach attribution and measure ROI? 

• Stage 1: No consistent pipeline metrics (1 point) 

• Stage 2: Basic metrics; limited understanding of business impact (2 points) 

• Stage 3: Able to connect event activity to leads and revenue funnel conversion (3 points) 

• Stage 4: Able to track pipeline and retention impact of marketing efforts (4 points) 

• Stage 5: Multi-touch attribution; data-driven ROI optimization (5 points)