August 26, 2019
Measuring Conference ROI: Are Conferences Really Worth It?
Conferences and events are taking a bigger slice of marketing and communications budgets across industries. According to a Bizzabo survey (2017), 80% of marketers believe live events are critical to company success, and 63% plan to invest more in live events, both in budget and number of events.
Whether your audience is employees, partners, business clients, or consumers, face-to-face events are one of the most effective ways to engage and build meaningful relationships. In fact, 75% of B2B marketers believe that in-person events are the most effective marketing tactic (Eventtia, 2017), and over 50% of marketers say that one-on-one interaction at events helps advance business goals (CMO Council & E2MA, 2013).
However, as corporate event budgets rise, sometimes up to 30% of overall marketing spend, the pressure to prove conference ROI grows. Despite this, many businesses struggle to quantify their return, with some not measuring ROI at all (C&IT/Cvent).
Why Are Many Companies Struggling to Measure Conference ROI?
Almost a third of marketers (29%) say that increasing revenue from their event strategy is their biggest challenge (Bizzabo). Even in today’s data-driven marketing world—where digital and paid media campaigns are meticulously analysed, conferences are often overlooked. Unlike investments in technology or marketing campaigns, event ROI measurement is sometimes seen as subjective or “soft,” even though the potential business impact can be significant.
What Should You Measure to Calculate Conference ROI?
Before tracking anything, define your event objectives. Ask: Why are we running this conference? Without clarity on the purpose, you won’t be able to measure ROI effectively. Objectives may include:
- Generating leads or sales
- Launching a product
- Recruiting employees or partners
- Building brand awareness
- Educating target audiences
- Driving engagement or behavioural change
The top five metrics marketers use for quantifying event value are:
- New referrals and introductions
- Quality and quantity of leads
- Deal closures
- Value of sales generated
- Upsell and cross-sell opportunities
However, only 34% of businesses use these five metrics to assess trade show or event ROI (CMO Council & E2MA, 2013). Softer objectives like awareness or engagement are more challenging to measure but equally important. Event management software and modern tracking tools now make it possible to measure quantitative and qualitative outcomes accurately.
How Can Event Technology Help Track ROI?
Modern technology transforms event marketing and event management. Tools like RFID wearables, QR-coded badges, mobile apps, and heat mapping allow event planners to track every aspect of delegate interaction, from workshop participation to exhibitor engagement.
Benefits include:
- Profiling audiences for targeted post-event communication
- Tracking attendee journeys to measure engagement
- Collecting supplier ROI data to improve partnerships
- Identifying the most effective sessions and event zones
For example, marketing workshops may attract 63% more executive-level delegates, while decision-makers spend an average of 3.5 hours interacting with suppliers. Using this data, event agencies can design smarter, more ROI-focused conferences.
How Can You Measure the ROI for Attendees?
Audience-focused events are essential. Attendees invest time and money, so the event must provide relevant content and meaningful experiences. Techniques like unconference sessions allow participants to shape the discussion topics, increasing engagement and satisfaction.
Technology also enables on-the-go feedback collection. Mobile apps and RFID tracking help capture data during the event, which informs:
- Personalised post-event communications
- Future conference design improvements
- Metrics for audience satisfaction and engagement
By focusing on the attendee experience, you ensure that conference ROI isn’t just measured in sales or leads—it’s also measured in learning, networking, and brand perception.
How Do You Measure ROI from Employee Attendance?
Employee attendance can deliver significant indirect benefits, including:
- Increasing your company’s industry visibility
- Raising brand awareness
- Networking and building professional relationships
- Providing learning and development opportunities
Attending conferences also contributes to employee engagement, productivity, and professional growth, particularly important for millennials, who prioritise learning and development opportunities (PwC, Millennials at Work).
However, selecting the right employees is key. Ensure that attendees align with company objectives, and define clear expectations for what they should gain from the event.
What Questions Should You Ask to Guarantee Conference ROI?
Use this conference ROI checklist:
- Who is attending? Make sure delegates have the right seniority and expertise.
- What are your objectives? Define tangible outcomes such as leads, brand exposure, or knowledge.
- How does the event align with strategy? Confirm that attending supports your broader business goals.
Answering these questions ensures that every conference your team attends or organises delivers measurable business value.
How Can Supplier ROI Influence Your Event ROI?
Suppliers’ success at your conference can reflect your event’s effectiveness. Tools like RFID wearables allow suppliers to track which leads came from the event, helping you evaluate their ROI. This insight can guide future event design and event strategy, making your conferences more effective for all stakeholders.
What Are the Best Practices for Mapping Delegate Experiences?
Tracking delegate movements, through heat maps, RFID, or mobile apps, provides insight into which sessions and areas were most popular. By analysing this data, you can:
- Optimise future event layouts and session scheduling
- Enhance personalised communication strategies
- Improve overall attendee satisfaction and engagement
Mapping individual journeys ensures that both business goals and attendee expectations are met.
In Conclusion: Are Conferences Worth the Investment?
Yes, if you define clear objectives, track the right metrics, leverage technology, and focus on audience experience. From lead generation to networking, awareness, and professional development, conferences remain one of the most effective event marketing and event management strategies available.
If you want to deliver corporate events with measurable ROI, contact our event agency today. We can help you create impactful event strategies, design immersive experiences, and ensure every conference drives tangible business results.
For a step-by-step guide to planning a successful conference and maximising ROI, download our Ultimate Conference Planning Checklist.
