Author: Prachee Mishra

The 5 Essential Steps of Post-Event Evaluation: From Feedback Collection to ROI Insights 

Why Post-Event Evaluation Often Feels Overwhelming 

If you ask any event marketer what they do following a successful conference, seminar, or customer workshop, you will typically receive the same answer: reporting. But the reality is that post-event evaluation feels like an overwhelming task to many teams.  

Why? The answer is straightforward: events generate enormous amounts of data – registration data, attendance figures, survey results, social media mentions, and revenue figures. Without a structured approach, reports quickly turn into documents heavy with data in PDF form, with nobody reading them, and the insights often not informing future strategies. 

In fact, evaluation should not be about collating data. It should be about creating meaning out of that data and using those insights to create better vehicles for value in the next event. This is where having a clear and structured approach is invaluable.  

In this blog, we provide a five-step framework for post-event evaluation. By implementing this framework, event marketers can create clarity out of confusion and use their evaluations as a continual improvement engine for their event portfolio. 

Step 1 – Define Goals and KPIs 

Good evaluation starts well before the event. Without solid goals, post-event reports will have little meaning and will often just serve as vanity metrics.  

Think about it: what does success actually look like for this event? The answer will be dependent upon your business priorities. 

here are some examples of different goals that are relative: 

– If your goals were ROI-oriented: revenue, cost per lead, sponsor ROI 

– If your goals were Engagement oriented: session attendance, responses to surveys, participation in live Q&A’s 

– If your goals were brand: awareness lift, thought leadership visibility, media mentions 

– If your goals were pipeline :leads generated, deals influenced, opportunities accelerated 

From your goals you will create specific KPIs. For example, if your goal is demanding generation then your KPIs could be number of MQLs (marketing qualified leads), pipeline, and cost per lead. 

The key is alignment. When your event goals and KPIs connect directly back to larger business goals, post-event reporting will be relevant to your decision makers instead of a collectible document that sits in a silo. 

Step 2 – Collect Quantitative and Qualitative Data 

Once the event has wrapped up, the next stage is collecting data – and this is when lots of teams over-focus on the numbers assigned to the work, and forget about all the human input involved. A quality evaluation includes both quantitative- and qualitative-based data.  

Quantitative data includes:  

• Registrations vs show up rate.  
• Session attendance and drop-off rate.  
• Email sent and open/click rates.  
• NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score).  
• Revenue attribution and pipeline data.  

Qualitative data includes:  

• Open-text survey responses (“What did you enjoy most about the event?”)  
• Social media sentiment and direct attendee comments.  
• Reflections from your internal team (the performance of your speakers, your logistics, etc.)  
• Testimonial or case study material from attendees.  

Why does this balance matter? Because quantitative data tells you what happened, qualitative feedback explains why it happened.  

For example, your report may be showing that participants drop off in the afternoon sessions. Qualitative feedback will help you understand why: the schedule was too full or timing wasn’t good for international attendees. Without examining both perspectives, your insights will not be comprehensive. 

Step 3 – Analyse and Interpret the Data 

Data collection is only useful with the right analysis. This means you need to pinpoint your findings by recognizing trends, noting deviations from the norm, and connecting the findings to overall objectives.  

• Find the trends:  

Did some channels lead to more registrations than others consistently? Were some content items (panels or keynotes) higher in engagement? 

• Identify the gaps:  

Where were you failing? Did sponsors appear to be unhappy? Was there a lack of engagement from a certain geographic region? 

• Account for the irregularities:  

Is there a reason why one campaign performed poorly while another one was exceeding expectations? Did the timing, messaging, or targeting differ somehow? 

Here’s an example: Let’s say in your report you noticed that the attendance at your event was lower than expected (60%). The report could easily end there but please take it a step further. You might go through feedback and discover that multiple registrants from the APAC region could not attend because the session times did not work with their work times . At least you now have that as a tangible improvement point for your next event. 

Numbers are the “what” but the analysis of what happened, in conjunction with feedback is the “why” you are going to formulate strategy. 

Step 4 – Structure the Report Into Actionable Sections 

A solid post-event report is not just a data dump but a structured storytelling exercise, what digs into important details for each stakeholder. An operational structure might consist of:  

• Event Overview: Event name, date, location/format and key objectives.   
• Goals vs Outcomes: Compare intended goals to actual outcomes (e.g. goal of 500 registrations, resulted in an outcome of 620).   
• Engagement Highlight Data: Session-level data, survey participation, social buzz.  
• ROI Analysis: Revenue impact, cost per lead, sponsor ROI, impact on pipeline.  
• Feedback Highlights: Key attendee quotes, key themes, qualitative feedback.  
• Key Recommendations: Recommended actions moving forward for future campaigns.  

The intention is to write a report that matters but is focused. Senior-level leadership and stakeholders do not need 30 pages of raw data. They need a sense of success, what worked, what didn’t work, and recommendations for next steps.  

Using dashboards, infographics, and visuals can not only make for a more engaging report but provide an easier read for stakeholders. 

Step 5 – Apply Insights to Future Strategy 

One of the most common pitfalls teams fall into is acting only when the report has been delivered. The opportunities for learning from an event should not stop upon delivery of the report – we need to “feed” insights that generate learning into the next cycle of planning to affected future strategy.  

Some examples of changes driven by insights are as follows:  

• Budget Alignment: if LinkedIn ads drove 70% of qualified leads – allocate additional budget to that channel for the next phase 
• Content Focus: if participants rated the panel discussions higher than the keynotes – show there is an appropriate seat by including more panels in the next agenda  
• Geography: if an underwhelming amount of APAC respondents caused confusion in pre-post engagement because their live updates were out of their time-zone schedule – host the sessions at more inclusive times (including APAC participants time-zone in marketing) 
• Process: if surveys indicate participants felt friction during registration – address friction in sign-up workflows  

This step is making evaluation, remediation and planning into an ongoing cycle of evaluation. Therefore, improving each event beyond the last! 

Mini Case Example – How One Team Used the 5 Steps 

Think about a B2B SaaS company conducting their annual customer summit. They defined their goals as lead generation, customer retention, and positioning themselves as thought leaders in the community. 

• Step 1: They established their target KPIs; 1,000 registrations, 300 SQLs (sales-qualified leads), NPS (net promoter score) above 50. 
• Step 2: They collected their data (quantitative: attendance, deals influenced; qualitative: feedback on session relevance). 
• Step 3: After analysing their data, they realized they achieved their lead generation goals, however sponsors reported lower levels of satisfaction because they could not network enough. 
• Step 4: They produced a report that showed their successes (pipeline influenced by $8 crore), and where they struggled (sponsor ROI). 
• Step 5: For their next summit they made the adjustment to create networking hours specifically for sponsors and tenants, which improved exhibitor renewals. 

This framework allowed them to use their data and avoid a generic review of their summit and make a strategic plan to improve for both tenants and sponsors the following year. 

Samaaro Spotlight – Tools to Simplify the 5-Step Framework 

Though the 5-step process seems like a manageable system, executing it manually is a significant time, energy, and resource drain. Samaaro provides a way to operationalize each stage of the 5-step process.  

• Feedback Manager: Management of the qualitative data across all surveys, NPS, and testimonials. 
• KPI Dashboards: KPI collection of registrations, pipeline, revenue, engaged attendees, etc. is organized into dashboards that the event team can reference throughout the event lifecycle. 
• Report Automation: Visually appealing, data-rich reports that are export-ready for stakeholders aligned with the 5-step process. 
• CRM System Integration: Direct connectivity of event performance measures to sales pipeline and ROI. 

By allowing event teams to collect data, analyse results and develop reports in one place, Samaaro is focused on highlighting ways to pivot from simply gathering information to strategically applying that which was learned through the process. 

From Evaluation to Evolution 

Post-event evaluation doesn’t only concern the past, it helps to define the future. Time after time, teams become consumed by a sea of numbers and fail to ask the important questions: What do these learnings mean, and how can they support betterment?  

When marketers suss out the evaluation process into 5 parts, establish objectives, gather data, finalize learnings, prepare reports, and utilize recommendations, then reporting is an after-thought, not an after-event report.  

Structured evaluation ensures that each event is smarter, more efficient, and more effective than the last. And with development tools like Samaaro, taking feedback and rendering ROI insights is not just possible but easy.  

Would you like an ‘off-the-shelf’ evaluation model? Download our Post-Event Evaluation white paper or analysis how Samaaro is moving event organizers from feedback to ROI insights. 

The Best Channels to Promote B2B Events in 2025 (and How to Use Them Effectively) 

Why B2B Event Promotion Requires a Multi-Channel Mix 

Heading into 2025, audiences in the B2B space are more fragmented than ever. Decision-makers don’t just reside in one space online, they are consuming industry news, browsing LinkedIn, skimming newsletters, and engaging with private communities. This means only promoting an event on one channel, is no longer sufficient.   

An effective B2B event promotion strategy involves a multi-channel mix that balances reach, trust, and conversion power. Internal channels are the foundation, organic channels add credence, paid campaigns increase reach, and partner programs offer a third-party validation. When combined in a multi-channel event promotion strategy, these 4 components offer a maximized ROI while ensuring no audience segments are left behind.  

The real question is not which channel is best, but which mix of channels will work best to achieve your event goals. Let us evaluate the best suited B2B event promotion channels at this stage of events in 2025, and ways you can use them purposefully. 

Internal Channels – Activating Your Owned Assets 

Internal channels are often overlooked, however, they are the best place to promote B2B, and they are already owned assets. It comes down to your existing CRM, employees, and customer channels. 

• Email Campaigns: 

Email is still one of the best ROI channels for B2B events. The ROI is even better if you segment your lists based on prior attendee history, position, or engagement level so you can do more personalized outreach. Example: “Hey, since you attended our AI Summit last year we would love to invite you to this year’s on enterprise automation. ” 

• Employee Advocacy: 

Your employees, and especially your leaders, provide trusted voices to reach on LinkedIn. Ask your employees to share event media, speaker announcements, blog posts, or behind the scenes event prep and this can really grow your organic reach and create authenticity. 

• Company Newsletters and Portals: 

B2B buyers are already viewing updates from you via these channels. If you make a habit of promoting your events consistently in your monthly newsletters, and via a customer portal, this will stay top of mind without cost or management of a promo campaign. 

How Internal Channels Are Better: They’re trusted, personalized, cost-effective, and an easy environment to generate a base of registrations before advancing to external campaign promotions. 

Organic Channels – Building Authority and Discoverability 

Organic channels require time to produce results but communicate sustainable visibility and credibility, which are both core foundations of B2B events.  

•  SEO and Blogs  

Publishing SEO optimized articles that closely relate to your event theme means organic traffic towards your subject and all whilst attracting industry authorities/stakeholders looking for answers. This is justified in the example article, “The Future of Enterprise AI in 2025,” that recently published, a mixture of thought leadership but by also providing a promotion for the event, AI Summit.  

•  LinkedIn Thought Leadership  

Following speakers, executives, and subject-matter experts provide a massive value. Using previews of your sessions, industry insights, outlining “why we are excited about this event” previews, building authority, and developing anticipation leads into your event.   

• Social Media Content  

Besides LinkedIn, I believe Twitter (X) & Instagram Stories (and other platforms) can provide previewing utility; feeding into social-media-saturation while sharing and documenting behind-the-scenes of your preparation, interviewing speakers, or teasing your event. This provides additional touch points for continued familiarity.  

The Power of Organic Channels: For B2B marketing in lead generation for examples, one of the biggest strengths of organic channels is the authority and inbound discovery, with leads being generated and attracted by your content even after the event concludes. 

Paid Channels – Driving Scale and Precision 

Paid channels are the fast track to your campaign, giving speed and precision at scale. 

• LinkedIn Ads: 

The gold standard B2B targeting mechanism there is. Filter by role, seniority, industry, geography, and company size; it’s guaranteed every rupee you spend will be delivered to the right audience. Best used for lead gen campaigns connected to early-bird registrations. 

• Google Retargeting: 

Great for providing a reminder to warm leads that visited your event home page but didn’t register.  Think of your ad as a friendly reminder, bringing prospects back into the funnel as they consider registration or ticket purchasing. 

• Sponsored Content in Niche Newsletters: 

Most industries have trusted newsletters or media outlets that provide high engagement traffic. Use sponsored placement in these newsletters to focus your advertisement and develop some credibility and relevance around your event and promoted content to come. This strategy is especially effective when engaging niche verticals. 

Advantages of Paid Channels: Offers scalable reach and measurable ROI but does take some discipline to manage your budget and not overspend. 

Partner Channels – Leveraging Networks Beyond Your Own 

Trust is currency in B2B. Partner channels lend credibility and can broaden access to audiences outside of your normal reach. 

• Speaker Networks:  

Often, invited speakers come with large professional followings. If you can enlist invited speakers to share promotional content they will effectively bring your event into trusted peer networks. 

• Sponsors & Exhibitors:  

These stakeholders have skin in the game. With a coordinated campaign (a co-branded post, an email blast, etc.) they amplify your promotional stakes. 

• Industry Associations & Media Partners:  

Associations and trade media carry authority credibility. Their endorsement signals credibility, and that attending your event is a must-attend for industry -it creates event FOMO in your audience. 

Importance of Partner Channels: They provide a combination of third-party validation and reach, which is critical in establishing your event as an industry leader. 

Emerging Channels to Watch in 2025 

While the four pillars are key, there are many new channels that are changing the way B2B marketers will promote their events. 

• WhatsApp campaigns:  

Direct- it’s personal and urgent. Ideal for reminders (“Only 48 hours left to register”!) or VIP invites. 

• Industry podcasts:  

Podcasts provide a great opportunity to engage with decision makers through storytelling and thought leadership. For example, have a featured guest appearance from the CEO based on the event theme. 

• Private communities (Slack, Discord, LinkedIn Groups):  

Closed, high-value communities are the final frontier for B2B engagement. Simply taking an authentic (emphasis on authentic) role in these spaces begins to build relationships that will translate into registrations.  

Trend: A focus on community-first outreach, which is driven by peers, as opposed to “mass push” tactics. 

How to Choose the Right Mix for Your B2B Event 

Since every event has its own goals, audiences, and budgets, determining the best channel mix involves matching the channels to your event type and goals.   

• Major Conferences: Use of all four pillars, as well as emerging channels, encourages proper coverage.  
• Workshops & Seminars: Combining the internal + organic channels with some select paid ads can be very effective.  
• CXO Roundtables: Use of partner networks, targeted emails or direct outreach (not broad paid campaigns) is the best way to promote this event effectively. 

Framework for Channel Selection: 

• Awareness Stage (Launch): Organic + Partners (thought leadership, press releases, endorsements from associations).   
• Engagement Stage (Ramp-up): Internal + Organic + Paid (in blogs, employee organic posts, paid, targeted LinkedIn ads)  
• Conversion Stage (Final Push): Internal + Paid + WhatsApp/emerging channels (urgent reminders, retargeting, direct outreach). 

The key is balance: budget, audience, and event type should dictate how much weight you give to each channel. 

Winning B2B Promotion Is About Smart Channel Selection 

As 2025 approaches, there still isn’t a “best” B2B event promotion channel. The winners are the teams that effectively blend owned trust, organic credibility, paid precision, partner amplification, and experiment with new frontiers like WhatsApp, podcasts, and private communities.  

The message is simple: diversify or risk being irrelevant.  

When building out a multi-channel strategy with the right tools to measure effectiveness, B2B marketers can ensure their event will not only reach the right audience but will also be able to demonstrate measurable ROI.  

Interested in a further breakdown of internal, organic, paid, and partner promotion strategies? Please, download our Event Promotion white paper or explore Samaaro’s channel attribution capabilities today. 

How to Write a Post-Event Evaluation Report (With Examples and Templates) 

Why Post-Event Reports Are More Than Just Formalities 

Post-event reporting is too frequently treated as an afterthought. Teams throw together some numbers in a slide deck, check the “report submitted” box, and move on. But that approach misses the opportunity to unlock the true power of reporting. 

A post-event evaluation report that’s well done is more than just a recap; it is a strategic document that goes beyond event activities and draws the connection to business results, advises leadership on future decisions, and provides insight into both past performance and the future campaign. When done well, the report vehicles learning and growth and is an ongoing road map for continuous improvement, not merely a rear-view mirror that reflects on your last event. 

The objective of this blog post is straightforward: to help you move from data-dumping to decision-driving! We will review the steps to build an evaluation report that is structured, has some balance and still accounts for the perspectives of executives, marketers, and event teams. 

Step 1 – Define Objectives and KPIs Before the Event 

The bedrock of any solid report is your established goals and objectives before the promotion of the event ever begins. If you don’t set goals and objectives, your report will not only lack direction and it will also be a collection of uncontextualized numbers – way less than useful!  

When establishing goals and objectives, make sure to tie them to specific, measurable KPIs. For example:  

• Revenue Goals: Ticket sales, sponsorship ROI, influenced pipeline.  
• Lead Generation: number of MQLs (marketing qualified leads) or SQLs (sales qualified leads) that were added to a CRM.  
• Engagement: number of session attendees, chat activity, poll replies.  
• Satisfaction: Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), qualitative comments.  
• Retention: number of returning attendees, opportunities for expansion in accounts.  

Example:  

If the objective of your event was to “grow enterprise pipeline by 15%,” then your report should include measurement of: total number of leads, conversion %, opportunities created. 

By connecting your goals with data categories upfront, you essentially ensure that your report answers the most important question for your stakeholders: “Did we achieve what we set out to do?” 

Step 2 – Collect Both Quantitative and Qualitative Data 

Your reports should encompass the complete narrative, information has both numbers and narratives. 

Quantitative Data (the what): 

• Registration and attendance rates 
• The CTRs of our campaign emails 
• The total number of login sessions and watch time 
• Survey scores (NPS and CSAT) 
• Revenue and pipeline attribution  

Qualitative Data – (the why): 

• Open-ended attendee comments  
• Customer testimonials gathered during and/or after the event 
• Internal staff observations (what worked and what didn’t) 
• Sponsor/speaker reflections 

Why does this matter: Quantitative tells you what happened, qualitative tells you why it happened. For example, if the keynote had low attendance, the qualitative might help us determine why. The title was not compelling enough or clashed with another popular session. 

Step 3 – Structure the Report into Key Sections 

A great report is a structured story, not a data dump. A report divided into sections will help stakeholders find the information that they most care about.  

Suggested post-event evaluation report structure:  

Event overview   

• Event name, date (or date range), location (or virtual format)  
• Audience profile, including an overview of industry, job roles, and geographies  
• Indicate stated goals and objectives, if applicable  

Goals vs outcome  

• For each goal/objective, show the outcome.  
• Example: “Objective: Generate 500 MQLs → Outcome: 620 MQLs (124% of goal).”  

Engagement metrics  

• Breakdown of registration vs attendance   
• Session-level attendance   
• Poll results, Q&A, chat participation   
• Engagement with social media   

Feedback highlights   

• NPS, CSAT, or satisfaction ratings for the event   
• Top 3 themes from positive feedback  
• Top 3 areas for improvement  

ROI analysis  

• Revenue from ticket sales and sponsorships   
• Deals influenced and pipeline attributed to the event   
• Cost of the event vs return (event ROI %)   
• Recommendations and next steps   
• Identified practical improvements for the next event  
• Strategic take-aways for longer term planning  

This flow ensures that your report will answer sequentially the typical questions: what happened, how successful was it, why did it happen, and what now? 

Step 4 – Add Visuals, Charts, and Comparative Insights 

Numbers alone can be lifeless. Visuals tell the story. 

• Dashboards and Charts: Showing trends of your registrations, funnels of attendance, and spikes/trends of engagement. 
• Comparisons: Highlight progress vs past events (e.g. “Attendance increased by 18% compared to last year’s event”). 
• Segment Insights: Show engagement segmentation by region, role, or industry. 

Sample of Visuals to Include:  

• A bar chart of registrations compared to attendance. 
• A pie chart of participants job function. 
• A line graph of NPS of the last 3 events. 

When you visualize insights, you can morph the report into something that is executive ready and ready to act on. 

Step 5 – Share Reports with the Right Stakeholders 

Not all stakeholders want the same level of detail. A good evaluation report should be tailored for the audience you are sharing it with.  

• CMO’s and Executives: Look for a ROI story, pipeline impact, and strategic outcomes.   
• Marketing Teams: Focus on campaign performance, audience insights, and content engagement.   
• Event Ops Teams: Discuss logistics feedback, satisfaction scores, and operational bottlenecks.   

Tip: Create a master report then use it to make a condensed version for different teams, this will ensure the relevance for each audience while avoiding overwhelming them with too much information. 

Examples and Templates for Post-Event Reports 

Let’s make this practical with an example template you can adapt: 

Post-Event Evaluation Report Template 

Event Overview 

• Name: Enterprise Leadership Summit 2025 
• Date: March 15–16, 2025 
• Audience: 600 enterprise leaders (CXOs, VPs, Senior Managers) 
• Goals: Increase enterprise pipeline, boost brand positioning 

Goals vs Outcomes 

• Target: 400 new MQLs → Achieved: 480 
• Target: ₹1.2 Cr in pipeline influence → Achieved: ₹1.45 Cr 
• Target: NPS of 60 → Achieved: 65 

Engagement Metrics 

• Registrations: 850 
• Attendance: 600 (71% attendance rate) 
• Avg. session attendance: 350 participants 
• Poll participation: 45% of attendees 

Feedback Highlights 

• “Great speaker lineup, especially the AI panel.” 
• “Networking sessions could have been longer.” 
• Overall NPS: 65 

ROI Analysis 

• Revenue from tickets: ₹30 L 
• Sponsorship revenue: ₹20 L 
• Total revenue: ₹50 L 
• Event cost: ₹35 L 
• ROI: 43% net positive 

Recommendations 

• Extend networking by 30 minutes in future. 
• Invest more in panel discussions (highest rated sessions). 
• Increase WhatsApp promotion (drove highest CTRs). 

This kind of structured template turns data into a usable narrative. 

Samaaro Spotlight – Smarter Post-Event Reporting 

Samaaro simplifies the evaluation reporting process through:  

• Automated Data Collection: No more pulling data manually from multiple platforms, all registration, engagement, and surveys data at your fingertips.  
• Balanced Dashboards: Get a comprehensive view of both quantitative measures (attendance, ROI) and qualitative knowledge (open-text feedback, sentiment analysis).  
• Stakeholder Reports: Easily exportable, customizable views that are used for CMOs, Sales Teams and Event Ops.   
• Integrated ROI Tracking: Attestation to direct attribution of leads, deals, and revenue tracked in your CRM.  

Instead of weeks pulling together data, Samaaro users produce executive ready reports in a matter of hours. 

From Report to Roadmap 

A post-event evaluation report is not just a formality; it is a strategic resource. When developed effectively, it tells the complete story of an event, outlines ROI, and outlines actionable steps to improve future outcomes.  

The formula is simple: set objectives up front, balance quantitative and qualitative data, develop the report with a clear structure, visualize key insights, and customize the report for audiences/stakeholders.  

For organizations that run multiple events a year, these reports become the institutional knowledge that can be used as a playbook to repeat success year over year.  

Does the evaluation process sound overwhelming? Download our Post-Event Evaluation white paper or explore Samaaro’s reporting capabilities today. 

What Is the 7P Model of Event Marketing? How to Apply It for Smarter Event Promotion 

Why Event Promotion Needs a Framework 

When marketing events, most marketing teams work hard but not always strategically. Most event campaigns just end up being reactive and fragmented through multiple channels or favoured because whatever tactic they are currently engaged in, or feel is the least effort. As a result, some of the best events fail to meet their attendance and ROI goals.  

This is where the 7P model of marketing can help. The 7Ps were developed to broaden the original 4Ps (‘Product’, ‘Price’, ‘Place’, ‘Promotion’) and provides a structured approach to properly analyse every decision made during an event campaign. More specifically, this model can both establish promotion as a repeatable and comprehensive approach versus being left to chance. 

This blog will provide clarity regarding the 7Ps: Product, Price, Place, Promotion, People, Process and Physical evidence as it pertains to event marketing, and how enterprise can use this model to create ongoing, impactful campaigns as we move into 2025. 

What Is the 7P Model of Marketing? 

The 7P model evolved from the classic marketing mix. The first 4Ps (Product, Price, Place, Promotion) focus more on tangible product goods, but the 7Ps add three more elements: People, Process, and Physical Evidence, for a deeper exploration of the particulars of service-based industries.  

By its very nature, events are experiential products. They bring together both tangible (venue, speakers, ticketing) and intangible (learning, networking, branding) elements. This makes the 7Ps an especially useful framework for promoting events as it incorporates all elements of logistical and perceived value.  

In simple terms: The 7Ps help marketers make sure every base is covered when they design event marketing campaigns, so they do not forget any important parts of the campaign. 

The 7Ps of Event Marketing Explained 

Let’s break down each “P” and how it translates into event promotion strategy. 

1. Product → The Event Itself 

The event itself is really what makes up any campaign. By “product,” we mean the experience, the content, and the format being sold.  

• Define the type: is it a conference, workshop, webinar, or summit? 
• Showcase the unique selling proposition (USP): is it exclusive networking, the best speakers or content? 
• Mitigate with manifold attendee needs: The” product” only exists if you address the audience’s problems and goals.  

For example: A B2B SaaS (software as a service) conference should define the product as a learning hub for industry best practices, discovering innovation, and meeting with enterprise buyers. 

2. Price → Ticketing & Value Perception 

Price is not just a number in an event; it establishes the expectation of the perceived value of the event.   

• Early-bird pricing creates urgency and helps drive your attendees to sign-up early.  
• Tiered pricing (general, VIP, corporate packages) allows you to extend the pricing to capture segment audiences.  
• Free or paid can shift how your audience perceives the event: free = accessible, paid = premium.   

Example: A VIP pass offering private networking and dinners with speakers increases perceived exclusivity, while also enabling another potential revenue stream. 

3. Place → Venue & Digital Access 

“Place” is no longer just the physical venue but also the passages to access the platforms/sites/or channels that you plan to use for your event attendees. 

• For in-person events: Emphasize accessibility/convenience; the prestige of venue; travel accessibility.  
• For digital/virtual events: Emphasize how easy it is to join; compatible with whatever device you’re on; global audience.  
• Hybrid models: Emphasize flexibility – attendees can join from wherever they want.  

Example: If your leadership summit is located centrally in a business district, it shows credibility and professionalism. The option to offer a livestream also allows you to cast a larger net. 

4. Promotion → Campaign Channels 

Marketers tend to focus on just this part of the cycle, but this part is just one piece of the puzzle. Promotion encompasses the methods you use to spread the word and create demand.  

•  Internal: newsletters, employee advocacy, CRM outreach.  
• Organic: blogs, SEO, thought leadership content.  
• Paid: LinkedIn ads on exciting industry subjects, retargeting ads, sponsorships on industry publications and websites.  
• Partner: speakers, sponsors, associations that can add reach to your messaging.  
• Social: countdowns on live video, reels, and threads on X (formerly Twitter).  

The important part is to integrate and not use one channel, but layer them to create campaigns. 

5. People → Staff, Speakers, Influencers 

People drive events, and events are some of their most powerful promotional assets.  

• Utilize speakers as ambassadors and request they promote to their networks.  
• Encourage employees to share the event content on LinkedIn.  
• Hire micro-influencers or industry leaders to leverage credibility.  

Example: When every speaker posts about your event on LinkedIn, the campaign leverages thousands of relevant followers at no additional cost. 

6. Process → Registration & Engagement Journey 

Sleek processes are fundamental to turning interest into attendance. If registration or engagement becomes difficult, the promotional activity may become null and void. With the above in mind, and with a view to reducing unnecessary burden on a potential attendee during registration and/or engagement, consider: 

• Making registration forms as easy and quick as possible.  
• Securing auto-reminder emails and WhatsApp nudges.  
• Creating a journey for the attendee: register → confirmation → content teasers → event day → post-event feedback from attendees.  

For example; an attendee registering, receiving a personalized confirmation email, receiving updates of relative value in small batches leading up to the event as reminders of intended content, and the schedule of the event. A structured approach/communication, and sequence of communications during this process keeps an attendee engaged. 

7. Physical Evidence → Proof of Value 

Tangible evidence gives potential participants a sense of value that can be difficult to quantify.  

•  Showcase your branding everywhere in your digital assets.  
• Feature testimonials, engaging video highlights, and case studies of prior editions.  
• Use logos of sponsors and partners as endorsements.   

Example of a landing page with video highlights of last year’s summit, along with testimonials from Fortune 500 attendees, creates trust right away. 

Example – Applying the 7Ps to a Flagship Event Campaign 

Picture that a business has just run their Annual Leadership Summit. If you are conscious of the 7P’s, your campaign could look something like this:  

Only consider the graphics within your campaign  

• Product: Prop up the Summit as the leading thought-leadership event in the enterprise space for enterprise leaders.  
• Price: an early bird price of ₹ 5,000, standard price of ₹ 8,000, and VIP price of ₹ 15,000 which includes networking dinner.  
• Place: The summit will be accommodated at a centrally located 5-star venue. The summit is also being streamed in parallel as a virtual summit.  
• Promotion: We have a coordinated, multi-channel marketing push, blogs, LinkedIn ads and speaker driven promotions.  
• People: There will be 20+ people in high-profile roles presenting at the event and promoting to their own followers.  
• Process: Completely automated campaign, automated funnel, reminders sent to registrants, resources to support participants.  
• Physical Evidence: to support credibility- there will be testimonials, video highlights from last year, as well as logos from industry leaders who are the sponsors.  

Engaging with this campaign design framework will help ensure your campaign is complete, credible and consistent. 

How Samaaro Supports the 7Ps of Event Promotion 

Samaaro’s platform is designed to make each of the 7Ps work in a simple and real way:  

• Promotion: Multi-channel campaign management supported with attribution and dashboards.  
• Price: Built-in ticketing features with tiered and discounting.  
• Place: All the support needed for access and registration.  
• People: CRM integrations and advocacy to leverage the networks of employees and speakers.  
• Process: Email reminders are automated, WhatsApp campaigns, and engagement feedback loops.  
• Physical Evidence: Branded event portals and highlight showcases.  

Samaaro takes the 7P model out of the theoretical and into a practical campaign tool. 

7Ps as a Blueprint for Consistent Event Growth 

Event marketing does not have to be a frenzy or a guessing game. The 7P model allows event marketers to give structure to the full range of aspects of event marketing depending on the time of year including pricing, promotion, and engagement with attendees.  

 The real benefit of the 7Ps is consistency: every time a campaign is run, it can be documented, implemented and improved upon based on the previous campaign. This is especially beneficial for companies running multiple events in a 12-month cycle as it allows for sustained growth.   

Would you like to learn more about how you can build promotional campaigns using models like the 7Ps? Download the Event Promotion white paper or see how Samaaro makes execution easy. 

Post-Event Analysis vs Post-Event Evaluation: What’s the Difference and Why It Matters 

Why Marketers Confuse Analysis and Evaluation 

In the field of event marketing, “post-event analysis” and “post-event evaluation” are often misconstrued as having the same meaning. This blend of two words often means reports that are very data heavy (lots of numeric results) but are also light on insights that can be turned into actions (i.e., there is a lot of detail but not much meaning). In the end, Leadership has a dashboard of data and little idea as what actions they should follow through post-event.  

Analysis and evaluation represent two different but related steps in the overall event performance measurement process. One gives the facts and the other the tactical direction as a follow up. By understanding this important difference, you can transform your post-event reporting from a mere summary of what happened to an actionable approach for continuous improvement. 

What Is Post-Event Analysis? 

Post-event analysis is when you examine and compile the raw data on your performance. It is a factual and objective examination of what action was taken and the resulting outcomes from an event. This is the phase where you will obtain all relevant measurable outputs and put them together in a report.  

• Focus: A focus on numbers and observable facts.  
• Examples: Commonly referred measurable metrics include total registrations, attendance rates, click through rates (CTRs) on event-based emails, attributing revenue, or a raw NPS score.  
• Strengths: The information is objective, measurable, and comparable. It will be a great source for benchmarking and historical record keeping for comparison into the future.  
• Limitations: A post-event analysis cannot tell you why something has happened. It will tell you that people dropped off a session to the tune of 40%, but it can’t tell you why they dropped off. 

What Is Post-Event Evaluation? 

Post-event evaluation is the step in the process where you take the data from your analysis and evaluate it against your prior expectations, goals, or targets (whatever you called them). It is the evaluative part of the process where you will draw conclusions and provide an actionable level of recommendations based on the data and information you collected; it takes raw data and then provides meaning and direction. 

• Focus: The focus is on evaluating outcomes and providing strategic conclusions 
• Examples: Evaluation will help provide an answer to questions such as; “Did we achieve our lead-generation targets?” Did the content resonate with our target core audience? or did we achieve our brand growth targets? 
• Strength: The reasoning behind evaluation is strategic, actionable, and will relate event performance back to business objectives to help you understand the value of your event 
• Limitations: The limitations of this process rely more on interpretation, context, and knowing exactly where you started. You must understand what your goals were going to be going into the event, meaning that without a solid understanding and evaluation process, you can’t evaluate the event. 

The Key Differences – Analysis vs Evaluation 

The difference between these two processes can be summarized in a powerful but simple way:   

• Analysis = What happened. (It is descriptive.)  
• Evaluation = What it means, and what to do next (It is interpretive and prescriptive.). 

Think about it this way: an event reporting framework begins with analysis and ends with evaluation.  

For example;  

• Analysis → “40% of attendees dropped off after session 2.”  
• Evaluation → “The reason for the drop off was probably that the content was an advanced topic and the audience was expecting a beginner level session; for the next event we should reformat that content into a ‘deep dive’ track and segment the audience.”  

Analysis gives you the diagnosis; evaluation gives you the treatment plan. You can’t have a decent treatment plan without a proper diagnosis, and a diagnosis without a treatment plan is useless. 

Why You Need Both for a Complete Picture 

The performance measurement for events is not fully complete without both evaluation and analysis.  

• If you rely on analysis alone, you are left with a pile of numbers that are, for all intents and purposes, meaningless. You would have a dashboard with lots of indicators and action items, with no real way of knowing what decisions to make based on it.   
• If you rely on evaluation without the analysis, then you are ultimately just giving you opinion, with no accountability. You may feel like the event was successful, but you have no data to back up your anecdotal claims or to support future funding for your event.  

Combining evaluation and analysis creates a true feedback loop. The analysis provides the evidence and the evaluation uses this evidence to support decisions in the event strategy and provides an organizational justification for celebrating event success. 

Common Mistakes Teams Make 

Even when teams are clear on the difference, they still fail to synthesize complete evaluation components. The most common observations include:  

• Mistaking dashboards for evaluation: A data dashboard is an analytical tool, not an evaluative one. Just because you look at some numbers, does not mean that you have done due diligence in terms of an evaluation process.  
• Over-weighting vanity metrics: it is easy to measure awkward numerical aspects, like social media impressions or total registrations (analysis). However, it’s important as part of evaluation to connect it to your business goals (evaluation).  
• Missing qualitative elements: In a quantitative analysis, there is seldom a human element. Evaluation requires the human element as well; you need to understand the why behind the numbers, and that requires qualitative feedback.  
• Reporting data without recommendation: One of the largest failings comes from reporting data with a beautiful graph of the data, but no prescriptive recommendation coming from it. The best reports do not just report, but they also recommend action. 

Framework – From Analysis to Evaluation 

Here is a simple four-step model to assist your team in growing their capacity to better understand best practice for event analysis and post-event evaluations:  

• Collect: Collect quantitative data (registrations, attendance, clicks etc) and qualitative data (open-ended survey responses, reflections from staff, testimonials, etc.) 
• Analyse: Analyse the data you have collected as systematically as possible. Look for trends, patterns, and outliers in the raw data. Were there some numbers greater than the number you thought they would be, conversely, were there some numbers smaller than they ended up being? What was the most popular session during your event? 
• Evaluate: Evaluate your data against your event goals. Did you achieve your goals? What can you conclude from the data? What were the positives, and negatives?   
• Apply: Apply your learning and create some recommendations for your next event. This is the final, and most important step, and it is where you use your evaluation as leverage on the journey towards successful future events. 

Samaaro Spotlight – Bridging Analysis and Evaluation 

Samaaro is designed to effectively connect analysis to evaluation, allowing you to measure your event results in the best way possible.  

• Analytics Dashboards create the utility and dimension behind a thorough post-event analysis offering your key metrics in real-time.  
• The Feedback Manager provides an easy way to capture qualitative insights with customizable surveys and polls giving you a strong evaluation plan packed full of attendee experiences.  
• Auto-generated reports support your data in becoming evaluation-ready insights, showcasing the full scope of event data results in a single location.  
• CRM integrations allow for pipeline attribution directly connecting your event data to ROI by providing you with strategic insights to justify your event’s value. 

Don’t Just Analyse, Evaluate 

At the end of the day, the numbers provide a narrative, but evaluation tells that narrative’s moral. The best event teams do not end with “this happened,” but rather ask, “what does this mean, and what should we do now?” Analysis and evaluation help provide unique leverage not only to demonstrate the value of your event but also to improve every event you host.  

Want to master analysis and evaluation? Download our Post-Event Evaluation white paper or have a look at how Samaaro works both methods together to show a clear path from analysis to evaluation. 

How to Promote Your Event on a Limited Budget: High-Impact, Low-Cost Ideas 

Big Impact Doesn’t Always Require Big Budgets 

The myth that you can only have a successful event promotion campaign with a large ad budget is an ongoing one. Many event teams (especially teams/individuals at startups, or small to medium-sized businesses) often feel they cannot compete with bigger brands. However, creativity, strategic use of your owned assets and perseverance will help you achieve an incredible return on investment, even with a ridiculously low spend.  

Stop thinking about running out of funds as a limitation and conditioning your mind to think in terms of innovation. This guide will act as a play book of sorts for running an event promotion campaign; hopefully you will see that smart planning and clever tactics can be better than large ad spend!  

We’re going to explore high value, low-cost event marketing ideas for reaching the right audience without a large investment! We will cover ways to use your existing networks, find great partnerships, and implement marketing tactics to maximise rock-bottom cost for your event promotion. 

Leverage Internal Channels First 

Before you spend money on any paid advertising, take a look at resources you may have available to you, right now. The biggest promotion power has, and likely always will be, your own assets, channels, and resources, and they are often free! These established channels come with built-in trust and a captive audience to promote your event in a cost-efficient manner.  

• Email Lists and Past Events Attendees: The absolute best audience that you have is your existing email subscribers, past attendees, and likely some warm prospects. Prospects who have expressed interest in your brand will be more receptive with any messaging you send them, so use targeted drip campaigns to nurture your email lists, share sneak peeks, speaker announcements, and exclusive content to convert them into registered attendees.   
• Employee Advocacy: As an aside, consider how you can get your employees to be brand ambassadors for your event. Many employees will freely share and advocate for your event with their networks and on platforms like Linked In. Most times, these networks are hi trust, and more influential. If you can share and provide content that is easy to share, social media copy you provide, along with a trigger related call to action, employees can be a multiplier for organic reach.  
• Company Newsletters / Blogs: You have several opportunities to use in your regular communications and /or content platforms. From company newsletters, and similar, if you regularly publish and distribute company’s newsletters. Newsletters are perfect for an event announcement, so of course hopefully you will promote your event very well in your conventional newsletter. For blogs, you can utilize your blog to publish a series of posts to highlight speakers, delve into themes and details of your event, behind the scenes, etc. This serves to market your event but is also beneficial to reinforcing your overall content strategy. 

Organic Promotion That Pays Long-Term 

Organic promotion means making content and creating thriving communities without the intention of achieving reach explicitly. Organic promotion will take time, but the long-term impact on your brand and the audience is worth it.  

• SEO Content Around Event Topics: Build a pillar page or a series of blog posts targeting long-tail keywords associated with the topics at your event. For example, if the overall event is focused on “marketing analytics,” create a content piece about “how to analyse marketing data,” where “marketing data” links back to the event. Creating SEO content helps you rank higher, opens your search visibility, and gets you in front of the audience with high intent.  
• Speaker-Led Thought Leadership: Connect with your speakers to write thought leadership posts that cover their session topics on their platforms. In addition, it can help open doors to their networks or build engagement and credibility for your event.  
• Behind-the-Scenes Content: Share realest team member content on social media! Share your staff working away, speakers, rehearsing, or exclusive previews of the venue. Building more authentic content can bring more excitement, community, and accessibility.  
• Social Media Groups/Niche Communities: Rather than broadcasting to all, try to connect directly in desired resonant niche community and social media groups where the audience you want to connect with is already congregating. There are often very few obstacles for you to solve their problems by providing value and information, mention or reference your event as a solution to their unanswered queries. 

Partnerships as Promotion Multipliers 

Strategic partnerships are great and inexpensive ways to promote an event that can create a viral campaign out of one promotion. By tapping into the reach of others, you can engage a greater audience with much less expense.   

• Sponsors Are Promotion Partners: Your sponsors make natural partners in promotion. Ask them to promote the event to their own audience as part of the sponsorship agreement. This provides them with some lead generation opportunities and provides you access to their audience.  
• Lock-In Amplifier – Speaker Networks: Your speakers can be powerful amplifiers. They provide influence and networks of people who know them. Provide them with a simple promotion kit with social media graphics, pre-written email copy, and recommendations for promoting/talking about the event and a unique registration page to track their effectiveness.  
• Industry Associations: Connect with industry associations or media who have an audience of your target customer. A very simple co-marketing agreement: you promote their content, and they support your event can be an easy way to enhance credibility and gain an audience who is relevant for your event.  
• Co-Marketing Exchanges with Non-competing Brands: Find brands who target the same customer but are not direct competitors to your brand. A co-marketing partnership could be as simple as hosting a webinar together, a joint social media campaign, or a simple newsletter exchange that costs nothing but time. 

Cost-Effective Paid Tactics (If You Must Spend) 

Small budgets can have big impacts with an effective small spend. The good thing is you get to spend smart and not spend broadly and unfocused.  

• Very targeted LinkedIn Ads: For B2B events, LinkedIn allows you to target by job title, industry, and size of company. A small campaign with high relevance and minimal waste can be accomplished for event marketing through LinkedIn. Prequalified target market! 
• Google retargeting: Retargeting is also a small, low-cost, high intent tactic. You are only serving ads to people who have already visited your event website. Since they are already aware of your lead time and attraction tactics, your conversion cost will be significantly reduced.   
• Sponsored posts in niche newsletters: Is there a newsletter in your niche or industry that has engaged subscribers? Run a sponsored post or a featured spot. A good return from their investment is possible on a relatively low investment, since you already know your target audience are interested in the content they are paying to consume. 
• The Golden Rule: The golden rule with small budget paid advertising is simple (not easy): spend small, spend smart, measure everything. Tracking so that you can measure your target granularity and transparent ROI measurement channels will be imperative in making informed decision as you move forward. 

Creative Guerrilla-Style Ideas 

Sometimes the best promotion doesn’t mean needing a budget, only a good idea. These low-cost event promotion tactics will rely on creativity and knowing your audience.  

• Interactive Polls or Contests on LinkedIn: If your theme allows for it, run a poll on LinkedIn. Think of a question and turn it live, which generally means a lot of people will be engaging and able to see you along with the process. As well, run a contest for a free ticket by simply asking people to post why they wanted to attend the event. 
• WhatsApp Groups for curated attendees: Create a private WhatsApp Group for early registrants or VIPs to facilitate community and communication. It also creates exclusivity. Everybody else will be wondering how to get in with your group. 
• User-generated content campaigns: Run a very simple campaign asking your audience to share their excitement. For example: Ask your audience to post a picture of themselves saying “why I’m excited to attend .” You would then have your audience be your brands ambassadors. 
• Incentivize referrals: There is no disadvantage to word-of-mouth. Provide registrants a small incentive (with a clear hook – discount, exclusive content etc. When a colleague registers for your event through their referral. 

Budget Prioritization – Where Every Rupee Counts 

When you have a small budget, you really must prioritize. 

• Spend money on the content and relationships, not just ads: You need to change your mindset. Sometimes, that dollar spent on creating awesome content or building a relationship gets you a better long-term return on investment than a dollar on a click. 
• Repurpose one asset in many ways: Be strategic. You can turn a single keynote speaker interview into a series of social media quotes, a blog post, a short video snippet and an email. Make the most of your resources by reusing not creating additional work. 
• Focus on channels that have the highest organic reach: Find out where your audience is, and where you can get the most for your effort without spending money. This could be a specific LinkedIn group, a highly engaged sub-reddit, or a professional forum. 

Samaaro Spotlight – Do More with Less 

Samaaro was built with the philosophy of maximizing value and doing more with less; using your limited budgets effectively. Samaaro has a robust platform with features built-in that eliminates manual work to help you get the best return on every rupee you spend. 

• Budget Planner Keeps Spending on Track: With Samaaro’s Budget Planner, you can forecast costs, allocate budgets across different event activities, and track expenses in real-time. This ensures you never overspend while also helping you find areas to cut costs or reallocate funds for maximum impact. 
• Automations Eliminate Manpower Costs: There are automated email sequences, with registration triggers and real-time reminders, that allow for consistent communication without manual input, allowing your staff to focus on high-value activities.  
• Cross-Channel Dashboards Prevent Wasted Spend: A single dashboard shows everything you’ve done to promote your activity across different channels, allowing you to assess what is working and what isn’t, and stop any spend (on other media) quickly.  
• Designed for Effortless Integration with CRM: Samaaro integrates perfectly with your existing CRM and marketing software, so you don’t have to pay for any expensive third-party integrations later.  
• ROI Measurement Helps Demonstrate Value: Samaaro provides you with analytics and reporting so you can quickly and easily measure your ROI and prove even modest budgets can leverage significant and tangible value. 

Constraints Drive Creativity 

A tight budget is not a roadblock when planning an effective event promotion plan; it’s a chance. By developing a smart and economical event promotion plan, a budgetary limitation can turn into an opportunity for creativity and resourcefulness.  

With a combination of owned channels, most impactful, organic approaches to promotion, and thoughtful, collaborative partner promotion – small teams can create big impact. Don’t forget it’s not about spending more, it’s about spending smarter.  

Want more ideas to help contain costs? Download our Event Promotion white paper or learn more about how Samaaro helps ensure you maximize every rupee spent. 

The 4 Types of Post-Event Evaluation and When to Use Each One 

Why One Evaluation Method Is Never Enough 

Your event is over. The last session has concluded, the lobby is quiet, and now the big question is – was it a success? For many teams, the answer is boiled down to one KPI, a total attendance number, or a quick NPS (Net Promoter Score). But events are layered, complicated experiences. Focusing on only one metric creates a flat incomplete picture; it leaves you with more questions than answers. You may have clarity on what happened, but you are not sure why, and furthermore, what it means for the future. 

This is the reason a holistic approach to post-event evaluation is so important. It requires taking the event experience one step further and viewing it through multiple lenses. By identifying and applying the four main types of post-event evaluation, you can clarify your evidence from a complete picture; one that is not only going to help you determine your next steps but also increase your chances of securing budget next time and demonstrate the overall value of the experience. This blog will breakdown the various methods of event evaluation, outlining when and why one will be an important piece of your event reporting framework. 

Type 1 – Quantitative Evaluation 

Quantitative evaluation is likely the most well known and easiest to process of the four assessment types. Quantitative evaluation simply deals with numerical data and measurable outputs. This is where the heavy, data-based data deals have started. These are things you can count. This information is objective, comparable, scalable, and directly measurable to consumers, stakeholders, and executives.   

• Examples: This may be hard metrics such as total registrations, attendance, final attendance, total clicks from promotional emails (click through rate = CTR), dollar value in pipeline from your event, and so forth. This may also include scores such as NPS (Net Promoter Score), or a final out of 5 score.  
• Strengths: A quantitative evaluation provides an objective view of your event performance and often offers times a simple black-and-white, or all-or-nothing perspective. The data can also be based by benchmark standards against other events or industry standards, making this extremely valuable to demonstrate success with objective information.  
• Best Use Case: A quantitative evaluation is your best friend when preparing ROI reports/results for leadership, sponsors, or investors. Offering numbers, that people can comprehend to justify the expense of your event, and demonstrating the events financial impact relies heavily on quantitative reports/metrics. 

Type 2 – Qualitative Evaluation 

Quantitative data tells you what happened, while qualitative evaluation tells you why. This method seeks the stories, feelings, and perceptions of attendees, adding a human context to that data. It allows you to actually hear from your attendees in their own words and provides additional insights that data cannot illuminate.  

• Examples: It can be open-ended survey questions such as, “what was your biggest takeaway from the event?” and “how did this event make you feel?” It can include testimonials, as well as candid conversations with attendees and reflection from your internal event team. 
• Strengths: Qualitative feedback is extremely rich and valuable. It can help you understand the feelings of your attendees, identify pain points, and areas of delight that contributed to the positive experience. 
• Best Use Case: Qualitative event evaluation methods are best applied when trying to improve the design of the attendee experience and messaging for future events. The insights gathered can clearly inform your content strategy, speaker selection, and tone for the overall event. 

Type 3 – Operational Evaluation 

Operational evaluation is an internal evaluation process that focuses purely on your event’s logistics including how it was executed. The goal of operational evaluation is to establish what was executed well and what wasn’t, so your team can learn from the experience so that they can inform capability and refine the process for the next event.  

• For example: Operations evaluation could include looking at how efficient the venue management was, how easy and quick check-in was for your participants, how many technical issues, if any, were encountered, and how well vendors were coordinated. So operational evaluation is based on the process of putting on the event.  
• Advantages: This type of evaluation is so valuable because it can help to identify the gap in level of delivery and operational process. Most importantly, it will give you a documented roadmap or blueprint, on the logistical flow of your next event, making it simpler to everyone ma having as little impact on everyone as possible.  
• Best use case: Operational evaluation is critical to informing internal teams and having data driven decision making in future vendor selections and purchasing software. 

Type 4 – Strategic Evaluation 

Strategic evaluation looks at your event holistically and examines the longer-term outcomes. It connects the event to higher-level business objectives. The focus is on the change in impact and lasting influence the event had, as opposed to short-term outcomes. Strategic evaluation is the most developed and therefore most challenging type of post-event evaluation, as it may be difficult to establish during the engagement level of an event.  

• Examples: Includes brand lift or brand perception change, moving the needle on key accounts, creating new business relationships, and analysing the impact on your business level. It answers questions regarding how the event moved the needle on your overarching objectives.  
• Strengths: A strategic evaluation position is very beneficial for linking your event back to overarching brand/marketing objectives post-event, supporting existence in the annual budget, and supporting the storytelling frame of reference for the CMO’s reporting.  
• Best Use Case: This framework is utilized to demonstrate the longer-term benefit of events and define them as a part of your business development growth strategy. 

How to Decide Which Type to Use (and When) 

The best approach to evaluation is to take a blended approach to evaluation, depending on your goals and schedule. No single event evaluation approach will suffice alone. Here is a very simple approach to take:  

• Immediate (During & Right After the Event): Think about the immediate evaluation as a blend of operational and quantitative evaluation. Look at participation levels: attendance to sessions and average check-in time, for example. Get quantitative data immediately with quick in-platform polls or surveys to obtain qualitative sentiment and engagement monitoring through chat channels.  
• Short-term (1-2 weeks post-event): This is a great typical opportunity to focus on a balanced mix of qualitative and quantitative evaluation. Send an expansive survey to the attendees with both open-response and multiple-choice questions and get both quantitative data and qualitative narrative behind it.  
• Long-term (3-6 months post-event): Here is where you’ve breakout the strategic evaluation work. Now you can assess the real business impact; did leads move through the funnel, what is the change in brand sentiment, were long-term relationships established that were of value to your organization to know the true return on your event success.  

The best practice is to always take a blended approach to these types based on your specific goals. For instance, if you are trying to demonstrate ROI, you will need both quantitative data on pipeline generated, and qualitative feedback from sales teams on the quality of leads, to be able to provide a compelling full-circle story. 

Case Example – A B2B Conference Evaluation Mix 

Now imagine a B2B event that used the universal evaluation framework. The team did not just use the evaluation to investigate the 1,500 participants but designed their evaluation to identify the full context.  

• Quantitative Outputs: The registration document identified a 25% year on year increase, and the post-event survey showed speaker satisfaction of 4.5/5. The final document from their CRM showed the event generated $50,000 in pipeline from attendees before the event which can be considered the hard ROI number.  
• Qualitative Outputs: The open-ended questions in their survey, identified that attendees loved the small networking groups, but expressed discontent with the audio quality at the main stage. The testimonials included in the report were strong for one keynote speaker and the team could use to help promote the next event.  
• Operational Outputs:  After the event when the evaluated the event as a team, they identified the check-in took too much time, and at times their primary A/V vendor acted slow. It would help them closely consider their vendor selection for this year’s event.  
• Strategic Outputs: Three months later, when the marketing team reported a 10% increase in branded search queries and two major enterprise prospects moved from “lead” to “opportunity” after their marketing team participated in the event, that’s the strategic value right there. 

Samaaro Spotlight – Supporting All 4 Types of Evaluation 

Samaaro’s platform is built to be an all-in-one platform that facilitates every type of post-event evaluation. Our strong tools push you beyond the basics so that you can gather a more complete picture of your event’s outcome.  

• Quantitative Dashboards: Immediately access registration, attendance and even lead conversions with our dashboards. Our dashboards provide a full description of what hard data you have in order to assess your reporting on ROI. 
• Feedback Manager: Gathering qualitative answers is enhanced with customizable polls and open-ended surveys; we even leverage analysis of real-time chat from discussions to help provide further insights into participant sentiments and pain points.  
• Operational Analytics: Identify operations gaps in your execution by getting a detailed breakdown of check-in times, session attendance, and even technical performance.  
• Strategic ROI Insights: Our deep integrations with leading CRMs such as HubSpot, Salesforce, GRM etc., allow you to create a pathway from event engagement to pipeline and sales progression – the ultimate justification to make strategic use of your events. 

Evaluate Broadly, Improve Holistically 

In an era of flawless marketing accounting, it’s crucial that your event evaluation practices are as sophisticated and multi-dimensional as your events are. By only measuring a multi-dimensional experience by one key performance indicator (KPI), you are underestimating the potential insights. Enter the realm of all four event evaluation types – quantitative, qualitative, operational, and strategic – and you will leave an event with a full circle understanding of the performance of your event.  

Using a full circle approach will not only help you demonstrate the value of your previous events, but it will also provide the actionable intelligence needed to design and implement future events that are more successful, impactful and relevant to the business objectives of your organization.  

Ready to learn about a full circle evaluation framework, download our Post-Event Evaluation white paper, or learn about Samaaro’s evaluation tools that do it all. 

How to Evaluate an Event’s Success: A Step-by-Step Guide for B2B Marketers 

Why B2B Event Evaluation Needs Structure 

B2B events aren’t simple standalone experiences. They travel along extended sales cycles, interact with multiple stakeholders, and layer objectives from lead generation to thought leadership to customer retention.  Whereas with consumer events ticket sales or footfall might be the primary mark of success, B2B event success is multidimensional.  

That is why having a structured evaluation process is essential. If event teams have no framework for evaluation, they have the risk of drowning in unconnected numbers and anecdotal feedback. But with a structure, marketers will be more effectively able to connect event performance back to business objectives, validate business ROI to leadership, and continually enhance strategy for future events.  

You should think of evaluation as the last component of the event lifecycle, the connection between what you executed, and what you are going to do better next time. 

Step 1 – Define Goals Before the Event 

Evaluation doesn’t just start at the end of the event. It starts before you even promote. For the report to have meaningful impact, goals must be clear from the outset.  

For B2B marketers, goals typically fall into three high-level categories:  

• Lead Generation: Number of qualified leads add to the pipeline influenced accounts.  
• Brand Awareness: Increasing reach into target industries, or geo-areas.  
• Customer Retention/Expansion: Strengthening the bond with existing customers or accelerating cross-sell/upsell opportunities.  

A clearly defined goal is your North Star. Without a clearly defined goal every metric becomes noise. 

Step 2 – Collect Quantitative Data 

Quantitative data will answer your “what happened?” It provides measurable, objective signals of performance. 

The fundamental quant metrics to track for B2B events are:  

• Registrations vs Attendees: How many said they were interested in attending and how many, in fact, showed up.  
• No-Show Rate: A leading indicator of promotional effectiveness and your audience’s relevance. 
• Leads Captured: All contacts added to your CRM with tags for account or persona. 
• Revenue Attribution: Any deals influenced, pipeline created, and previous attribution for any revenue from event activity.  

These numbers are a starting place for evaluation but as much as the data helps, it does not tell you why the impact what it was. 

Step 3 – Gather Qualitative Feedback 

Data can indicate 300 attendees joined the webinar but only by way of qualitative feedback do you understand if it was thought of value.  

Some core qualitative inputs are:  

• Post-Event Surveys: How attendees rated their sessions, speakers and logistics/ 
• NPS (Net Promoter Score): Would they recommend this event to a colleague? 
• Testimonials and open-text responses: Descriptive, unstructured data that demonstrates joy, frustration, or unmet needs. 
• Internal Debriefs: Critical reflections/feedback that sales teams, operations staff, or partners apply to identify what worked or did not behind the scenes. 

This feedback layer allows cold numbers to breathe and provide meaning. It adds human context to measurable outcomes. 

Step 4 – Analyse and Interpret 

This is where the process changes from collecting data to interpreting findings. Numbers without context can be misleading and stories without data can lead to bias in decision making. The most effective analysis combines quant and qual. 

For example,  

• Quant states, “60% of people who registered, dropped off before Session 3.”  
• Qual states, “Survey comments indicated that the content was very technical and that it was paced poorly.”  

So, both are providing clear and actionable advice: rethink the content design, for your technical sessions.  

At this stage it is also important to reflect on the outcomes in relation to strategic targets. What was the impact on key accounts? What was the reach in target markets? Did you generate enough qualified leads to warrant the expense? 

Step 5 – Document Lessons and Build Strategy 

The last step in evaluation is not the report, it’s the playbook. I have tried to distil out lessons so that those lessons are not just captured in a file but rather are clearly understood lessons that will play in the next campaign.  

Best practices in the playbook: 

• Noted Replicable Wins: If you are using a certain format, for engagement, and it is producing results, make it part of your institutional practice.  
• Noted Avoidable Lessons: If your last-minute promotional efforts had very little attendance, then make it a point that your campaigns must be rolled out well in advance of the event.  
• Opportunities for learning to connect to strategy: What insights/discoveries/connections can you provide to enhance your overall ABM, content marketing, or regional event strategy?  

This step is intended to take evaluation from a process to a system of ongoing improvement in that each event leads to a smarter next event. 

Common Mistakes B2B Marketers Make 

Even seasoned/practice teams experience challenges when evaluating their events. Some very common things not to do include;  

• Only Collect Leads: Obviously total leads are good, but without any qualification filters those total lead counts can be misleading. 
• Neglecting Qualitative Feedback: Numeric data lack context; you are missing that “why” factor without the voice of attendees.  
• Measuring in Silos: Marketing reports on attendance; sales reports on leads; ops report on logistics. Without integration, the insights are all in separate silos.  
• Divorced from Business KPIs: Reporting registrations when leadership wants to see influenced revenue is misalignment.  

Avoiding these mistakes means that you are positioned to evaluate strategically, as opposed to superficially. 

Samaaro Spotlight – Step-by-Step Evaluation in One Place 

Evaluating using separate spreadsheets, survey tools, and CRM exports is not an efficient use of resources. Enterprises need a single system that can align steps accordingly.  

Samaaro provides that:  

• Automated KPI Dashboards: You get real-time readings on registrations, attendance, and engagement. It is at your fingertips without you having to ring in or wrangle data.  
• Feedback Manager: Our Feedback Manager uses centralizes survey distribution, allows you to capture both quant (NPS, ratings) and qual (open-text) seamlessly.  
• ROI Insights Incorporated into CRM: Event activity is linked directly to pipeline and revenue so CMOs have proof.  
• Customizable Reports: Instant, export-ready insights that blend stories with numbers (typically for executives, sponsors and others).  

Instead of amalgamating multiple data points, Samaaro provides a step-by-step evaluation framework in one platform making it easier for B2B teams to engage in systematic evaluation. 

Structured Evaluation = Sustainable Success 

Event evaluation is not just a new step in the journey; it is the difference between one-off activities and a scalable growth engine.  

For B2B marketers, a step-by-step evaluation framework:  

• Provides clarity in linking event outcomes to business goals.  
• Provides a full view of both quantitative and qualitative data.  
• Records learnings that can amplify future action, work and strategies.  
• Provides proof of ROI getting leadership buy-in for continuous investment.  
• Structuring evaluation essentially reformats events into a replicable and repeatable growth engine.  

Event and marketing teams can run outcome evaluations smarter, faster, and impactfully. So, that every event is not only successful but executes the enterprise strategy supporting that success.  

Don’t want to build your own evaluation process? Ready-made evaluation frameworks are available in the form of a downloadable Post-Event Evaluation white paper or check out Samaaro’s analytics which every enterprise should consider. 

Event Promotion Timelines: When to Launch, Ramp Up, and Convert 

Timing Is Everything in Promotion 

Every marketer knows that channels are important, email, social, ads, partnerships, they all matter. But one of the biggest factors that differentiates good events from poor ones is not channel, but rather timing.   

If you launch a campaign too late, you won’t have enough time to generate awareness. If you push too hard at an inopportune time, your audience may tune out. And if you wait until the last minute, even the most polished campaign will probably not convert.   

That is why the promotion timeline is just as important as the channels. For B2B firms when events usually have expensive budgets, valuable leads and long durations of decision making, timing is strategic in the sense that taking a more sequential approach can help create consistent momentum for prospects moving through each stage, awareness, engagement and finally action/purchase.  

This article shows the three critical event promotion phases- Launch, Ramp Up and Conversion, and helps to show how to avoid wasted budgets and lost ROI due to timing. 

Phase 1 – Launch (Awareness Stage) 

Timeline: 8–12 weeks before the event 

The first step is planting the seed. Your audience does not need much information at this stage. They only need to know: 

• That it is taking place. 
• Why it matters. 

 This is where you create excitement. This is where you start building your credibility.   

Some things in your Launch phase: 

• Save-the-Dates: Shorthand announcements through emails and social posts. 
• Early Teasers: Hints about keynote speakers, themes, industry trends, etc. 
• Website/Event page launch: – short description of registration and value proposition. 
• Press releases or announcements from partners: So you are reaching more people with a wider reach through media and associations. 

 Why It Is Important: 

Enterprise buyers and decision-makers need time to block out their calendars – budgets are often determined months ahead. If you do not notify them early, you risk the chance of them tying themselves to another event. 

Think of this as your awareness window. You will hopefully get them curious and stop them from blocking off that space in their minds for competitors. 

Phase 2 – Ramp Up (Engagement Stage) 

Timeline: 4–6 weeks before the event 

Once awareness is created, it’s time to give your audience reasons to care. The Ramp Up stage of engagement increases the depth of engagement with your audience by providing content, value, and inviting them to participate.  

Key activities in the Ramp Up Stage:   

• Blogs and Content Marketing: Publish thought leadership material that is consistent with your event’s relevant themes.  
• Speaker Interviews and Preview: Share video clips with the speakers, podcasts or Q&As.  
• Email Nurture Series: Transition from just “save-the-date” emails to focusing on agenda tracks, networking connections or the deadline for early registration.  
• Social Media Campaign: Maintain momentum and engagement with countdowns, infographics, and polls.  
• Partner Pushes: You can leverage sponsors and associations with common goals to expand your reach to other audiences.  

Why is it important?  

In the middle stage is where participants will internally develop their perspective on why your event is worth their time. Without having truly developed an audience engagement strategy the awareness that was generated in the first stage, will fade away. Start with content rich previews of your event so that potential participants can decide it is not merely happening, but valuable and cannot be missed. 

Phase 3 – Conversion (Final Push) 

Timeline: 2–3 weeks before the event 

This is where urgency will serve you best, the Conversion Phase is all about taking engaged prospects and converting them into confirmed attendees. 

 Key Activities in the Conversion Phase:   

• Urging Emails: “Last chance to register,” “seats filling fast”, or even “sorry you missed us” subject lines.
• WhatsApp & SMS Reminders: Short nudge reminders which cut through busy inboxes.  
• Retargeting Ads: Remind people who visited the registration page, but didn’t register.  
• Discounts, or other incentives: Limited time incentives for “last minute” or late registration.  
• Speaker Lineup Announcements: Share the last and final names, or if there are any special sessions that will create the FOMO effect.  

Why This Is Important:  

Engaged audiences will procrastinate. So, a final push may be just what it takes to ensure they don’t wait until it is too late. The Conversion Phase helps give your audiences something that helps differentiate between “interest” and commitment. 

Common Mistakes in Promotion Timelines 

Promotional timelines aren’t inherently bad; however, they are mismanaged more often than not.  These behaviours are often the fatal flaws of even the best-funded promotional campaign:  

• Late Launch – Starting promotions 3-4 weeks out may work for a small casual meetup, but when it comes to enterprise events or conferences, you need a longer runway as decision-makers will have booked out their calendar’s weeks to months in advance.   
• Overloading the Final Week – When all the promotion happens in the final week, it results in chaos, inflated expenses and poor conversions.  
• Neglecting mid-stage activity – When you skip the Ramp Up phase, you often get low-signups because people are not convinced of your event’s true value.  
• Treating timelines as static – Just because you developed a timeline, doesn’t mean you can ignore performance signals and close the possibility of optimizing marketing opportunities if performance was not what you expected (e.g., early registrations were lukewarm, but you did nothing to react).  

Take away? – Timing is not so much, guesswork, it is pacing. 

Samaaro Spotlight – Promotion Scheduling Made Easy 

Samaaro assists enterprises in implementing these principles using:  

• Automated Campaign Timelines: Schedule emails, SMS and WhatsApp notification push around (event) phases.  
• Funnel Analytics: See why awareness is down, engagement is stuck, or conversion isn’t reaching the goal. 
• Centralized Dashboards: Track campaign performance across organic, paid, and partner channels without needing to manage many tools.  

By aligning timelines with channels, Samaaro guarantees that promotion campaigns will not only run, but run strategically. 

Promote Smart, Not Just Hard 

Event promotion isn’t just about how many channels you use or how much budget you spend. It’s about when you act. 

The most successful enterprise campaigns follow a simple rhythm: 

• Launch Early (Awareness) → Capture attention before competitors. 
• Ramp Up Midway (Engagement) → Showcase value and keep prospects excited. 
• Convert Late (Final Push) → Use urgency to turn interest into sign-ups. 

By treating timing as a strategic lever, you’ll maximize ROI, avoid wasted spend, and build momentum that carries directly into event-day success. 

Want to optimize promotion timelines? Download our Event Promotion white paper or explore Samaaro’s campaign tools.  

Top 15 Metrics That Matter Most in Your Post-Event Reports 

After several months of organizing, marketing, and executing, the event has ended. The booths are taken down, the lights are off, and the audience is gone. For many teams, this is when the reporting starts, exporting registration lists, counting survey responses, taking screenshots of social media impressions.   

But therein lies the issue: too much data, too little insight.   

Executives do not want a 40-slide deck of vanity metrics like, “1,000 likes on LinkedIn” or “3,000 emails sent.” They want an answer to a different question: “Did this event have business impact?”   

This is where choosing the right metrics is important because event teams should be looking at 15 metrics that cheat to move the dial, representing quantitative, qualitative and strategic measures capturing a holistic story.   

This blog highlights the top 15 post-event metrics every organization should identify and follow in their reports. Think of this as your measure: if you report on only these, you will be able to measure audience reach, engagement, satisfaction, ROI and longer-term impact on the business.   

Attendance & Reach Metrics 

Let’s start here. Attendance, and reach metrics provide a degree of confidence that the promotional efforts were used effectively to attract the right audience, and how much top of funnel interest the event generated.   

1. Registrations  

The number of individuals registered for the event. While it appears to be a basic metric, it does add context for the effectiveness of your promotions. Did your email marketing, ads and organic marketing get enough interest? Registrations provide that first answer. 

2. Attendance Rate 

How many of the registrants showed up? A strong attendance rate indicates your audience engaged in a value-added experience, whereas a low attendance rate could imply a problem with timing, relevance, or the registration-to-attendance process.  

3. No-Show Rate 

Every marketer has seen it: large registration numbers, but dismal turnout. Monitoring no-shows shows whether you are really getting the right people or just inflating lists with unqualified leads. It also acts as a compass for future improvements related to reminders, incentives, or scheduling. 

All three metrics work together. They provide an anchor – did we grab attention and convert interest to attendance? 

Engagement Metrics 

Once people show up, the next question is, “did they engage?” Passive attendance is no longer sufficient, especially when it comes to enterprise events; interaction shows a greater level of interest. 

4. Session Attendance 

What sessions had the largest audiences? Tracking attendance by session helps capture hot topics, strong speakers, and content themes that resonate. 

5. Poll Responses  

Polls administered in real-time or interactive surveys will show not only attendance, but engagement. Lots of poll responses suggest a high level of energy and buy-in; low poll responses may be an indicator of disengagement or poorly timed interaction.  

6. Q&A Activity  

How many questions were asked in the sessions? Did they scratch the surface or were they deep and detailed? Q&A activity is usually a proxy for relevance. If attendees are leaning forward, asking questions, and demanding further clarity, you likely hit the mark.  

The three metrics working together show: Were attendees leaning in or just sitting back? 

Conversion Metrics 

Here we change the conversation from participation to business outcomes. For companies, conversion metrics are the strongest evidence that events are not simply cost losses for branding, they are truly growth engines. 

7. Leads Generated

Aside from registrations, how many qualified leads did your event create? This includes booth scans, networking matches, and gated content downloads. The magic word here is qualified, raw contacts are not leads. 

8. Deals Influenced

Now, going a level deeper: Which deals already in your CRM were influenced by the event? Did attendees attend sessions, meet with sales teams, or meet sponsors? Influenced deals show how your event contributed to the pipeline. 

9. Pipeline Attribution

Possibly the most boardroom-friendly metric: What’s the monetary value of the opportunities that were linked directly to your event? We typically call this the pipeline attribution matrix, and this is the one that we can tie directly back to revenue. 

With these three-conversion metrics, you’re answering the most important question that the CEO will want to know: “How did the event contribute to the company’s revenue growth?” 

Satisfaction Metrics 

Events are not just numbers. Events are experiences. And satisfaction metrics show whether all those experiences cumulatively made attendees feel they got what they came for. 

10. Net Promoter Score (NPS) 

This common benchmark asks, “On a scale of 0-10, how likely are you to recommend this event?” It’s a simple and powerful question, a proxy for loyalty, and includes satisfaction overall. 

11. Customer Satisfaction Score (CSAT) 

CSAT digs a little further into the specifics. Asking the question, “How satisfied were you with the event overall?” is a direct measure of whether the attendee is happy with your event. 

12. Post-Event Survey Ratings 

Ask your attendees to account for their feedback by different areas: logistics, speakers, networking, and content relevance. This will uncover some specific strengths and weaknesses, giving you the opportunity to improve in a data-driven way. 

All these metrics are valuable, for attendance, ask a question like “Was the event meaningful and worth it?” 

Content Performance Metrics 

For many organizations content is the value driver whether through thought leadership, product buy-in, education, or industry positioning. If you measure & understand your content’s performance, you can extend the life of the event.  

13. Ratings for Speakers  

You can see how individual speakers performed, who inspired attendees and who tanked. This is crucial for giving you tools for planning future agendas.  

14. Reported Session Views (Live + On-Demand)

The live event is important, yet it also might be the on-demand views that provide some long-tail lift. When you have robust on-demand replay metrics, they tell a story of huge value for the ticket price (basically because they got you views) and they mean your event is providing an on-going value.  

15. Social Engagement  

Likes, shares, hashtag mentions and reposts provide information about how far your content travelled outside the event. They highlight a potential for amplification but should NOT be considered the measure of success.  

These three have a follow-up: “Which themes of content-based engagement will remain?” 

ROI Metrics 

These are at the heart of enterprise conversations. While some of these metrics may come from the conversion portion of this post showing them explicitly clarifies things for the finance conversations.  

• Revenue Generated – Closed deals specifically tied to the event.  
• Cost Per Lead – New leads captured divided by spend.  
• Event ROI % – (Revenue – Cost) ÷ Cost × 100.  

These are numbers in addition to financial numbers; they are the numbers that build credibility. Human Resources, Customer Experience, and Engagement Representatives know how credibility feels in short supply. Demonstrating clear ROI from an event lets your executives see an event is a strategic investment, not just a cost centre. 

Qualitative Insights to Include 

While data will tell a story, we still crave context, which is why all post event reports do a decent job of also providing qualitative insights in addition to numbers.  

• Open-Text Feedback – When attendees provide open-text feedback in survey results, this can be a great opportunity to receive a very candid, detailed, and even emotional expression of what worked and what did not.  
• Social Sentiment – Attending “buzz” or positive or negative commentary related to hashtags is an on-the-ground measure of student enthusiasm even if it does not measure engagement on the event platform. 
• Internal Team Debriefs – Sales, marketing, and operations people often have a different context and set of experiences, perspectives, and insights. 
• Qualitative insights help create the “why” that relates to the data. Including this type of insight helps help contextualize reports and is invaluable for capturing massive nuance, instead of just sums or totals. 

Samaaro Spotlight – One Dashboard for All Metrics 

Most enterprise teams are problematic in that data are often Siloed, and Siloed engagement will not create a proper report because metrics could be whole disparate datasets. In this example, attendance could come from one platform, surveys from another, pipeline from a CRM, social analytics from yet another. 

Samaaro has cracked the code with a full-service reporting suite that pulls your data all in one place, and is enterprise ready:  

• KPI includes – All 15 relevant metrics are tracked and viewable on one dashboard. 
• CRM Integration – Direct connection to all your CRMs (Salesforce, HubSpot, etc.) to (CRM) engagement with event activity. 
• Automated Reports – Are available immediately in executive ready formatted reports, in hours not days, and drastically less time in producing reports manually.  

Samaaro provides you with a solution to automate reporting so that it is not an administrative exercise, but a task to tell the story of impact. 

Focus on Metrics That Move the Needle 

Given today’s circumstances of having more data than at any other point in human history, it is important to focus on the unique, distinct set of metrics features and improvements, to provide clarity. By bilocating to the 15 post event metrics, enterprise teams could produce a report that:  

• Mechanically shows pipeline and revenue impacts 
• Includes both engagement and satisfaction metrics 
• Collects purposeful value of engagement with content outside of the event 
• Provides learnings to improve going forward  

The best event teams understand that the report is not just about the numbers, but also about the narratives and stories it tells. When the correct metrics are selected intentionally and delivered strategically, it enables them to measure success while influencing the next answer to success. 

Have a desire to streamline KPI tracking? Download our white paper on Post-Event Evaluation for more, or check-up Samaaro’s reporting process.