Posts from 2025.
Field reports on building predictable pipeline from 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)
Most B2B teams treat event lead capture as a checkbox. AI compresses time-to-engagement, preserves context, and turns badge scans into qualified pipeline.
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 from the teams winning in 2025: AI-powered targeting, real-time qualification, same-day follow-up, and pipeline-first reporting.
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.
From chaos to pipeline: a smarter event marketing strategy
B2B events waste effort without structure. How to run pre-event, in-event, and post-event motions so every six-figure booth maps to qualified pipeline.
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)
Most B2B event leads go cold because follow-up is too slow and too generic. A playbook to turn conversations into pipeline before the booth is packed up.
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.