This document discusses metrics for evaluating the effectiveness of event marketing. It outlines five key metrics: 1) qualified lead ratio, 2) visitor to lead rate, 3) warm lead and hot lead ratios, 4) hot and qualified conversion rate, and 5) average time-to-purchase. For each metric, it provides the calculation and recommends high performance strategies such as refocusing events, simplifying lead capture, customizing content for different stages of the sales funnel, defining an ideal sell path, and streamlining processes to accelerate time-to-purchase. The overall message is that focusing on these metrics can help optimize events to improve conversion rates and sales.

1. 5
EVENT MARKETING
METRICS THAT MATTER

2. 1
Qualified Lead Ratio
Be targeted. How effective are your events at drawing the
right people to your space?
Two ways to measure:
# of Qualified Leads
# of Visitors to Your Space
# of Qualified Leads Collected
# of Total Leads Collected

3. 1
High Performance Strategies
Refocus and simplify your event design to better appeal to
your qualified target market.
Assess the audience of the events you’re attending and
seek out more targeted options.

4. 2
Visitor to Lead Rate
Make converting easy and attractive. Are you collecting
leads the right way, so more people are inclined to convert?
# of Leads Collected
# of Visitors to Your Space

5. 2
High Performance Strategies
Rethink your lead collection strategy.
Look for technologies that streamline and simplify lead
capture to support a user-focused experience, and make
lead collection simple and easy.
Explore building lead capture into your event experience to
improve your lead generation rates.

6. 3
Warm Lead & Hot Lead Ratios
Move people through your funnel. Are your events
engaging people with the right experiences/content to
convince them to love you?
# of Warm Leads
# of Leads Collected
# of Hot Leads
# of Leads Collected

7. 3
High Performance Strategies
Build with purpose. Focus your event strategy on
designing content specific to every stage of the funnel.
Low warm lead rate: Emphasize entertaining content that gets people
excited about your brand.
Low hot lead rate: Emphasize educational, persuasive content that
bring attendees closer to purchase.

8. 4
Hot & Qualified Conversion Rate
Action hot leads. Does your event strategy action hot
leads with the right next steps to turn hot leads to
customers?
# of Sales
# of Hot & Qualified Leads

9. 4
High Performance Strategies
Define a sell path. Assess your internal resources and
define the ideal combination and flow of marketing and
sales activities to convert hot leads into customers.
Emphasize solutions that achieve an ideal follow up time,
user-friendly simple next steps, and positive product
reinforcement.
Our next metric offers more insights into achieving this goal.

10. 5
Average Time-To-Purchase
Make sales happen faster. Are your next steps streamlined
to make sales faster, easier and more efficient?
Sum (Days to Close per Sale)
Total Sales

11. 5
High Performance Strategies
Minimize, customize and automate: Prioritize
streamlining your sell path using the following technologies
to make your sell path faster, more personalized, and less
effort.
- Marketing automation
- Data-driven lead nurturing
- CRM or platform integrations

12. HIGH CONVERSION EVENTS ARE IN YOUR REACH
Power a high conversion event
marketing strategy with EventMatrix.
Learn more at
www.eventmatrix.com