To maximize event success, marketers should have metrics in place that give them an insight into the success of the event. These event metrics should begin during event promotion, during the event, and later after the event to provide the most accurate measurements regarding success.
Below are the most effective metrics to consider for a B2B event.
1. Event Goals
From sales and attendance to internet traffic and interactions, marketers must measure the necessary goals for the event and what is hoped to be achieved following the conclusion of the event. With a B2B event, certain industries may be targeted. Depending on whether the company is hosting the event or acting as a sponsor, the B2B event success metrics will vary and the marketers will use the following measurements to determine if the goals are met.
2. Traffic
When sending out event promotions, marketers take advantage of the different social media platforms to maximize the audience potential. Leading up to the event, B2B marketers advertise and open the event up for viewing traffic. Maintain the measurements of this traffic and reinforce different variables such as the time of day the traffic is increasing and if it has increased due to the influx of particular ads that distribute at different points during the promotion. Also, evaluate which B2B industries have the highest traffic. Take the measurement a step further to determine how long they visited the content, and whether they visited the landing page or other content related to the event.
3. Social Media Interactions
Upon the launch of event promotion, many marketers encourage the viewers to interact with the event in order to show their support and maximize the audience to reach. The event metrics should include the number of likes, followers, shares, and retweets, depending on the social media platform and measure its growth. For the platforms that are not ranking as high in interactions, marketers know where to add promotion and work to increase the presence.
4. Attendance During the Event
Measure the social media attendance during the event as a way to determine which followers have checked in, giving marketers an insight as to how many are taking advantage of the event and determining the B2B success event metrics. In order to confirm this number, take advantage of analyzing the location and determining the number of attendees within a particular radius during a specific time period.
5. Return on the Event
Once the event has concluded, it is vital to determine what the final B2B success event metrics are regarding the initial goals that were placed. Comparing the sales, costs, and social media traffic among other measurements determine if the goals were met. This data allows marketers to have a thorough sense of what worked and did not work for the event and giving an outline of how to pursue the event in the future.
Obtaining the right event metrics is something that all marketers should consider for a B2B event, although it is not always embraced. In more recent years, marketers have gained a new insight into the use of these event metrics. Gathering the correct data and establishing its accuracy give marketers the ability to determine factual data regarding goals and B2B success event metrics.
These five event metrics allow all marketers, despite their industry or their audience, gather the appropriate measurements that will identify success and areas that can be adapted for future events.