Event marketing occupies a unique space in the marketing organization. On the one hand, event marketing is critical for connecting and engaging with a core group of prospects and customers. On the other hand, event marketing is often expensive, and in many cases focuses very heavily on the top of the funnel and not enough on downstream marketing efforts.
For this reason, executive interest in marketing events has spiked sharply. In an era of sharp budget cutting and re-evaluation of marketing events, it is more important than ever that executives grasp the complexity and necessity of event marketing initiatives.
Using this step-by-step guide, learn how to effectively present event marketing ROI to executives, ensure they understand the bottom line of what these metrics are saying, and set the stage for ongoing success.