Posts from 2025.
Playbooks on attendee sourcing, booth capture, follow-up, and CRM attribution for B2B events. Sorted newest first.
Book a 20-min walkthroughAll posts from 2025
How to decrease cost per opportunity for events
9 ways to lower cost per opportunity and cost per qualified meeting at B2B events: ICP scoring, pre-booked meetings, same-day follow-up, CRM fields.
Cybersecurity event ROI guide for RSA and Black Hat
How cybersecurity vendors plan, run and prove ROI at RSAC, Black Hat, DEF CON and regional summits: ICP lists, pre-booked meetings, 48-hour follow-up, CPO.
Event cost per lead and cost per opportunity: how to calculate both
How to calculate cost per lead and cost per opportunity for B2B events, with a worked example, and how to set a CPO target from your win rate.
How to use Salesforce to measure and show event ROI
Set up Salesforce Campaigns, Campaign Members, Opportunity fields, and reports so event spend ties back to sourced pipeline, influenced pipeline, and CPO.
How to prove event ROI to your CFO with real pipeline metrics
5 pipeline metrics your CFO cares about: sourced pipeline, cost per opportunity, payback window, attribution coverage, and what to stop reporting.
How to turn messy event attendee lists into qualified sales meetings
From a raw CSV of 10,000 conference attendees to a prioritized, ICP-scored meeting list your AEs and SDRs will use 6 weeks before the booth opens.
How to fix sales and marketing misalignment at B2B events
Event ROI leaks when sales and marketing misalign. A shared SLA for B2B events: who owns targets, booth notes, follow-up and CRM fields at each stage.
The fintech event GTM playbook
A fintech event GTM playbook for Money20/20, Singapore FinTech Festival and Dubai Fintech Summit: attendee sourcing, meetings, capture and CRM attribution.
What top field marketers are doing differently in 2025
Field marketing trends for teams measured on pipeline: AI scoring, attendee enrichment, same-day capture, and CRM attribution.
The real cost of bad event attribution
When you can't prove event pipeline, the CFO cuts your budget. Build ICP lists, log in-event context, and report revenue you can defend in any QBR.
How to calculate and communicate event ROI in B2B SaaS
How to calculate B2B event ROI: the formula, a worked $75K example, sourced vs influenced pipeline, and the report finance accepts. Free ROI calculator.
High-ROI B2B lead generation strategies for 2025
5 lead generation strategies B2B teams use to beat 2025 pipeline targets: ABM, AI intent, multi-channel outbound, events, first-party data.
Structure a B2B event pipeline from attendee list to CRM proof
A B2B event marketing strategy that starts 6 weeks out: source attendee lists, score ICP, pre-book meetings, capture booth context, prove CRM pipeline.
Is Money20/20 worth it for event leads?
We scored 1,697 Money20/20 attendees against fintech ICPs. The fit by seniority, industry and region, and what it means for your next Money20/20 plan.
Why event leads don't convert (and how to fix it fast)
Event leads go cold when ICP fit, conversation context, owner and next step miss the CRM before follow-up starts. The fixes, from list to closed-won.
Trade show follow-up emails that get replies
Trade show follow-up email templates that reference the booth conversation, plus the same-day cadence that keeps event leads warm past 48 hours.
How to measure event ROI from first touch to closed-won
How to measure event ROI for B2B events: the 5 layers to track, the ROI formula with a worked example, and the post-event report finance accepts.
CMO guide to event pipeline reporting
A CMO-ready framework for connecting event budget to sourced and influenced pipeline. Pre-event targeting, live qualification, post-event attribution.