Marketing leaders have been frustrated by the difficulty of proving event ROI since the invention of trade shows in 1851. They've had no way to know how big event budgets might translate to sales and brand affinity. In more recent decades, they've been tasked with justifying event spend, but provided with a weak (if any) connection to CRM, the system of record for all sales activity.
For all the costs and conjecture of in-person events, it may get even worse by pivoting to virtual. Marketers can at least observe engagement first-person at in-person events, even if it's only of a sampling of attendees. No such visibility exists at virtual events, where attendees often let their attention go slack undetected.
Agile companies have seized a competitive advantage by quickly pivoting to virtual. They're building competencies in producing dozens of virtual events that meet key criteria, like maintaining brand standards and delivering a high-quality attendee experience.
Circa helps enterprise demand gen teams understand how attendees engage at virtual events and provides clear, actionable insights that sales teams can use to convert attendee interest into revenue.