1. In recent years, the availability of
digital tools such as web analytics
and marketing automation has
provided greater visibility into
marketing performance. As a
result, today’s CMO is under
increasing pressure to deliver
ROI and that extends to their
investment in sponsorship and
event marketing.
Studies by trade show marketing
firms have shown that up to 50%
of business owners and marketing
managers don’t measure event
ROI. Overcoming this requires
a disciplined approach to your
event marketing.
For sponsorship and event
marketing professionals,
demonstrating ROI begins
with tracking lead capture and
attribution from events and
sponsorship all the way through
the sales pipeline to revenue.
Here are some tips that we recommend to get started:
1. Set clear, quantifiable goal(s) for each field marketing event
2. Involve your Sales leadership early and often in the goal setting exercise for shared
buy-in (after all, Sales will need to attend the events to network for sales leads)
3. Ensure your event and sponsorship marketing team(s) and your motorsport partner
marketing team understand the goals and that a reporting structure is established
4. Since the focus of any field marketing event is making connections, capture every
interaction in a CRM database (pre-registration conversations, registration data, at-
event conversations, post-event communications)
5. Use your phone’s voice recorder to summarize key takeaways from sales
conversations and input these insights to your CRM records
6. Be sure that your CRM Lead Source field (standard in Salesforce.com) is configured
so that the pick list values in the field to reflect your unique event types (it is critical
to use a consistent event naming taxonomy for reporting accuracy)
7. Consider creating an additional custom field that allows additional data to be
captured about the specific event (year, location, etc.)
8. Use your CRM mobile app to capture real-time event conversations to avoid losing
business cards or conversation details days after the event
9. Aggregate event leads from individual events by use of tags (standard in Salesforce.
com) to track aggregate performance tracking and ease of reporting
10. Establish a reporting process with your Sales team to track the progress of event-
sourced leads through the sales pipeline (e.g. conversion rates to opportunities won)
11. Measurement is key to success. Consider customer lifetime value (LTV) to determine
customer profitability from your events as compared to other marketing tactics
12. Collaborate with your Sales team to calculate sales close rates, average revenue size,
and average profit margin between events to compare results
13. Use the sales close rates, revenue, profit data to help you determine where to
allocate your funds to maximize ROI
14. Use LTVs calculation to guide how much you can afford to invest to acquire a new
customer
15. Get predictive - group all of the leads from one event using their tag, then divide
the total profit by the amount of leads to predict how much each new trade show
customer is worth
16. Avoid the last-click trap - measure assisted attribution where your events or
sponsorship were a contributing touch point to a lead or sale (remember: your event
was one of many touch points that led to capturing a lead and converting them into a
customer)
17. Use campaign tracking (such as Google UTM tags) to track registration landing pages
18. Compare results across different field marketing events
19. Test different event formats to determine which works best for a given business goal
20. Regularly solicit feedback from prospects, customers and your sales team for
improvement
A New Age of
Accountability
©2015 TRG-AMR North America LLC | 1995 S. McDowell Blvd., Petaluma, CA | www.TRG-AstonMartinRacing.com | marketing@trg-amr.com
Motorsport Marketing Checklist:
20 Tips for Delivering Event ROI