How To Track Event ROI in Your CRM

Get the credit you deserve as an event marketer

Event ROI at Dreamforce

As an event marketer, this scene may sound familiar...

Your next big event is just around the corner. You're buried in the middle of last minute logistics, booth set up, budgets, shipments, payment to vendors and making sure you’ve prepared the sales reps.

The last thing on your mind is how to compare this event to the last, or how you'll track ROI and answer your VP of Marketing when she asks, three months from now, "So, how many deals closed from our events last quarter?"

As Event Marketers ourselves, we feel your pain, but hey, maybe there’s a big bonus or promotion for your stellar achievement this year... Or maybe not?

Many event marketers find it difficult to point to all their hard work in the data and the event reports their CRM produces.  Heck, we know it’s hard just to even find the reports! 


Trouble finding ROI reports in your CRM? Click here for a free trial of EventGeek.


The good news is you’re not alone. LOTS of Event Marketers are waking up to the fact that they need better tracking to get credit for their work.

We’ve supported event marketers in the planning and analytics of over 10,000 events here at EventGeek, from trade show exhibitors to conference sponsors to hosted events and a whole lot more. Over all those events, we've learned a lot, but the most important thing we've learned is exactly why event marketers don't get credit for driving ROI. And in this post, we're going to share them with you.

Here are the 5 most common reasons why you’re not getting the credit you deserve…

1. Leads are not getting into the CRM in a timely manner. 

Send Business Cards to CRM Automatically with EventGeek

Send Business Cards to CRM Automatically with EventGeek

The stack of business cards that your reps work really hard to collect end up being the last thing that gets entered into the CRM. The cards are dragged back to the office, sit on their desk, and finally when push comes to shove, they enter the contact info, days or weeks after the event ends… or never, and then you have to do it.

2. Contacts that do get entered into the CRM are not being attributed correctly.

Perhaps you’ve done a great job training your team to enter the business cards and contacts into the CRM, and in a timely manner! The details are captured, but often an important step is missed - attributing the contacts to the correct event. How will sales be tracked back to the effort you put in if the contacts aren’t connected to your event?

3. Meetings are not getting into the CRM in a timely manner.

Just like entering business cards, your reps are having great meetings with prospects, handshakes and smiles all around, but without logging those activities in Salesforce, no one will ever know they happened. Lots of meetings are impromptu hallway or booth chats - not even on the schedule. Then, after the event, contacts are left hanging because the CRM isn’t triggering a follow-up process.

4. Meetings that do get entered into CRM are not being attributed correctly.

Reps may even be entering their meetings into Salesforce, but without attributing them to your event, you'll never get credit. The full ROI on your event will remain a mystery unless the meetings you help to setup get attributed back to your event.

5. Finding the CRM reports you need to show ROI from your events is too difficult and time-consuming.

Here’s the really bitter pill to swallow: even when your team uses the CRM to enter, track and attribute correctly, it’s still incredibly challenging to get the reports you need. Setting up reporting correctly in Salesforce requires full-time attention and you're already too busy managing event logistics. Meanwhile your CRM manager is very busy servicing requests from other marketing channels, like digital, that are easy to track.


How to fix this broken situation

So now you know why you're not getting credit for event ROI in your CRM. It's because the sales team isn't entering leads and meetings into your CRM and they're not attributing correctly.

This means that your VP of Marketing and other execs don't see your hard work and the contributions you gave in sourcing and closing deals. Your executives definitely those easier-to-track digital marketing channels... and yet not a single lead or sales "touch" from your events... C'mon! That's just not the reality of your sales process. Attribution is so unfair! 

So now what do you do? You could plead with your sales reps to start entering leads and meetings into your CRM... but is that really going to work? Certainly not while onsite at the event - they're already too busy keeping up with all the foot traffic.

And, really, do you want your sales reps opening up Salesforce on a laptop whilst they're still on-duty at your booth? That doesn't look good when the next lead stops by.

Or should your sales reps wait until the end of the day, when they're tired and have had dozens of similar conversations and a few beers? That's not great either...

So, hey, don't blame your sales reps. They're getting asked to enter data into CRM all the time. And events are just way too busy, as you very well know. So here's the deal. What you’re up against is bigger than "lazy" salespeople.

You’re up against the fact that CRM isn’t made for live events. CRM is great at tracking digital interactions, like emails and phone calls, but fails terribly when trying to keep up in the fast-paced flow of a live event, like a trade show or conference.


A better way...

Instead of pleading with your sales reps to enter their leads and meetings into CRM and knowing that it will probably never happen, we have a better way.

At EventGeek, we've built a platform which is designed from the ground up for enabling marketers like yourself and also your sales reps to do everything you need to do at live events and truly (finally!) track event ROI.

It's a mobile-first platform that automatically captures leads and meetings and correctly adds them to your CRM, ensuring your events are synced to campaigns and that, ultimately, you get the credit you deserve.

Click here to (finally!) solve your event ROI problems... with a free, guided tour of EventGeek.

Listen, we get it. When your VP of Marketing asks, "So how did that event go?", you shouldn't fear the wrath of the data gods. Instead, you should feel totally confident in reporting your event ROI.  Thankfully, now you can.