vent-Led Growth: The Key to ROI in 2024

For many marketers, measuring event program ROI can be a daunting task - particularly in a highly competitive market, where hundreds of brands are vying for customer attention. But as marketers are asked to deliver more bang for their buck, while operating on a limited budget, it becomes increasingly important to pinpoint ROI for every single marketing activity.

The proof is in the pudding: Event-led growth (ELG) has an overwhelmingly positive impact on demand generation and revenue, with 83% of marketers in the US and UK saying events are critical for business growth. Seventy-seven percent also report that events are the most effective marketing channel for their company. Yet, US-based marketers are notably neglecting to track event registrations (54%), opportunities created (53%), and attendance rates (40%) to measure event effectiveness - leaving huge gaps in their ability to prove ROI.

So what actions can event marketers take today to prove their work's value? Let's dive in.