The event ROI checklist: What smart teams do pre, during & post events
Avoid the most common event mistakes - and convert more leads into deals
Use this checklist to avoid common ROI pitfalls and make your next event your most pipeline-generating yet. You'll learn how to capture leads from events, measure event marketing ROI, and apply best practices from high-performing teams.
Before the event
1. Define clear pipeline and meeting goals
Companies that define pipeline goals before events see 34% higher ROI.
2. Identify your ICPs from the attendee list
61% of marketers say targeting the wrong attendees is their biggest event mistake.
3. Write pre-event message sequences
Campaigns that start outreach 7–10 days before the event see 2.4x higher meeting rates.
4. Book meetings ahead of time
Sales teams that pre-book at least 5 meetings generate 3x more post-event pipeline.
5. Have an event marketing plan
Teams with a clear event marketing plan are 60% more likely to achieve their pipeline targets.
During the event
6. Capture notes and context while conversations happen
Forgetting 80% of details after 24 hours is real; write it down while it’s fresh.
7. Tag who you spoke to and what they said
Personalised follow-ups increase reply rates by 92% , but only if you remember the context.
8. Track badge scans, but don’t rely on them
Most badge scans don’t convert. It’s the conversations that matter.
After the event
9. Follow up within 48 hours while leads are warm
Response rates drop 5x if you wait more than 2 days.
10. Personalize follow-ups with notes/context
"Great to meet you at Booth #41" outperforms generic follow-ups by 67%.
11. Log meetings and outcomes in your CRM
Most event ROI gets lost due to poor handoff. Capture it while it’s fresh.
12. A/B test subject lines and CTAs
Even small tweaks in language can improve open rates by 40%.
13. Measure meetings → pipeline conversion
Without conversion tracking, your event was just... an expensive branding exercise.
14. Use event marketing best practices
Top teams review post-event reports to refine their future strategy and maximize ROI.
Ready to turn events into pipeline?
Luminik helps you identify ICPs, book meetings, and follow up while leads are still warm - all without relying on badge scans.
You could do all of this with a 4-person RevOps + Marketing + SDR team... or you could just add Luminik to your stack.
Prasad Subrahmanya
Founder & CEO of Luminik
