Posts from 2025.
Playbooks on attendee sourcing, booth capture, follow-up, and CRM attribution for B2B events. Sorted newest first.
All posts from 2025
9 ways to decrease cost per opportunity for events
Nine levers to lower B2B event cost-per-opportunity: pre-event sourcing, ICP scoring, sequence cadence, on-floor capture, follow-up speed.
The definitive guide to cybersecurity event marketing ROI in 2025
RSA, Black Hat, DEF CON, and regional cyber summits. How to plan, execute, and prove ROI across the full cybersecurity event calendar.
How to calculate cost per opportunity for B2B events
Cost per opportunity formula and B2B event benchmarks: how to calculate CPO, what a good range looks like, and how to lower it before the show.
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
Five 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 six weeks before the booth opens.
How to fix sales and marketing misalignment at B2B events
Event ROI leaks when sales and marketing misalign. Learn how to fix workflows before, during, and after your next event.
Why badge scans don't turn into pipeline (and how to fix it)
Badge scans become pipeline only when ICP score, conversation context, next step, owner, and CRM attribution travel with the record.
The fintech event GTM playbook
Field-tested fintech event GTM playbook for Money20/20, Singapore FinTech Festival, Dubai Fintech Summit: sourcing, capture, 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
Event ROI math for B2B SaaS: sourced vs influenced pipeline, payback windows, and CFO-credible attribution you can defend to sales, finance, and the board.
5 high-ROI B2B lead generation strategies for 2025
Five lead generation strategies B2B teams use to beat 2025 pipeline targets: ABM, AI intent, multi-channel outbound, events, first-party data.
How to structure a B2B event pipeline from attendee list to CRM attribution
A practical event pipeline structure for B2B teams: source attendee lists, score against ICP, pre-book meetings, capture booth context, and prove pipeline in CRM.
Is Money20/20 worth it for event leads?
We ran 1,697 Money20/20 attendees through Luminik. Here's the fit breakdown by seniority, industry, and region. And what it means for fintech pipeline.
Why event leads don't convert (and how to fix it fast)
Event leads go cold when fit, conversation context, owner, and next step fail to reach the CRM before follow-up starts.
Why slow event follow-ups kill conversions
Event leads go cold within 48 hours. How slow follow-ups destroy pipeline, and a same-day cadence that fits AEs working 5 flagship events.
The definitive guide to event ROI
Everything you need to measure, attribute, and report event ROI, from first touch to closed-won revenue. Pre-event targeting, live capture, fast follow-up.
How to capture high-intent leads at events without wasting budget
Stop paying for badges. Start capturing pipeline. A pre-event, onsite, and post-event playbook that turns event spend into qualified meetings.
CMO Event Playbook: Turning Engagement into Revenue
A field-tested framework for CMOs to move event budget from activity to revenue. Pre-event targeting, live qualification, post-event attribution.
Why your event ROI falls short and how to fix it
Events fail when teams treat them as single moments, not revenue strategies. A tested playbook for pre-event targeting, in-event capture, and follow-up.