Measuring and Maximising ROI in Event Marketing

In an increasingly competitive marketing landscape, demonstrating return on investment (ROI) from events is more critical than ever. While events are powerful for engagement, lead generation, and brand awareness, many marketers struggle to measure their impact effectively.

As budgets tighten and expectations rise, event marketers need to adopt a more strategic, data-driven approach to ensure every event delivers tangible business value. Success lies in aligning event objectives with broader goals and leveraging technology for real-time analytics. Additionally, setting clear KPIs, implementing structured lead follow-up strategies and continuously refining engagement tactics are essential to maximising impact.  Additionally, integrating event marketing into the wider marketing ecosystem ensures long-term value, extending ROI beyond the event itself.

The webinar, hosted by FT Live, brought together industry experts to explore actionable strategies to ensure event marketing efforts drive measurable business outcomes and help optimise event performance. 

Events in the Marketing Funnel

How can events fit into a broader multi-channel marketing strategy?

From visibility to leads

How can event marketing boost conversions and drive business impact? 

Overcoming ROI challenges

What are the main challenges in proving event ROI, and how can they be solved? 

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