In the US alone, there are over 10,000 tradeshows happening every year. These shows can actually be traced back to the late eighteenth century when industrial exhibitions became popular across Europe and North America. Now, three hundred years later, marketers are investing even more money into
their event marketing strategies than ever before…and are still struggling to fully capitalize on all their hard work. Event marketing requires a lot of work and because of it’s very nature (in-person rather than digital) it’s challenging to gather actionable metrics from all the events you’re attending.

In a recent study, Bizaboo spoke to 1,000 marketers. Here’s some interesting facts that came out of their research:

  • 41% consider live events to the most critical marketing channel
  • Between 2017 and 2018 the number of companies organizing 20 or more events per year increased by 17%
  • The most successful businesses are spending 1.7x the average marketing budgets on live events
  • On average, businesses that use event software save 223 hours a year.

With all these budget dollars moving to event marketing, how are you measuring the true value of your efforts? Simply collecting leads at your booth isn’t giving you a full picture of your event strategy. Most companies investing in event marketing are activating on many different levels such as: speaking engagements, lunch & learns, conference presentations,  customer events, prospect events, webinars…the list goes on and on. Business like these need a single system to help measure the impact of all their events and activities and even help them calculate the events that produce the highest ROI.

With okapi, organizations can begin slicing and dicing data in many ways. Once you have your campaigns, programs, regions and markets built, the next most important factor to consider is Event  and Activity Types. Read this post to learn more about how to most effectively use Event and Activity Types.

Once that’s done, the advantage of combing Activity Types, Event Types, Recaps and Survey Results into a single unified system is you begin to surface trends and gather insights into the Event and Activities that are producing the most valuable leads. With this data in hand, you may quickly realize that you’re closing twice as many leads from your Meetup (Event Type) trainings (Activity Type) than you are from Trade-Show (Event Type) session presentations (Activity Type). And considering a trade-show probably costs you 100x the amount of presenting than a Meetup group that’s a lot of budget you could redistribute to help your sales team grow the bottom line.

Now that you’ve made it this far, you can now build a custom survey template and post-event Recap form for each of your Activity Types. You may have a very short survey form (i.e. First Name, Last Name, Email, Would you like more information about our products and services?) when collecting sign-ups at your booth but you could have a totally different Survey Template when collecting data after your session presentations. Adding to the fields from above, you might ask questions like, “How valuable was the content in this presentation?” or “How knowledgeable was the speaker?” or “Would you like to receive a copy of the presentation materials?” Each of these questions are very specific to one Activity Type and may not apply to another Activity Type.

Though using the same questions across multiple Activity Types is seamless in okapi…and frankly the best way to setup your system. With okapi you can create a Custom Question in the Question Bank and deploy that question across multiple Recap and Survey Templates. This common question can then be  used to compare the results across all your Events and Activities.

And since you assigned a user to your Activity, another instant insight will be which of your team members are the most knowledgeable, which may need some additional coaching, and which are generating the most leads.

In the end, a single conference with multiple activities may look something like this:


Watch the Blueprint Walk-through to see this scenario in action:

A few other questions and tasks okapi helps B2B marketers answer and overcome might be:

  • A single place to collect all the photos and videos from your event marketing efforts
  • What Event Types produce the highest ROI?
  • What team members receive the highest session scores?
  • Which content resonates the best with your consumers?
  • How to seamlessly transfer conference leads into your CRM or Marketing Automation system
  • Maintain a schedule of all events, world-wide, and know who is working each one
  • A single place to store all your budgets, contracts and documentation for events
  • A seamless way for attendees to download your presentation material

So if you’re a B2B event marketer and would like help managing your events data collection, give okapi a try. Sign up for our free 90 day trial or reach out to our sales team to get some advice for a better event data collection and measurement strategy.