A B2B event is more measurable than you'd think, if you set it up properly. Start with the end goal: how many qualified leads do you want? Which phase of the pipeline do you want to accelerate?
Then measure every touchpoint: registration, check-in, session choice, personal conversations. Link that data to your CRM. After the event you evaluate: how many attendees became prospects? How many became clients after 3, 6, 12 months?
The follow-up matters just as much as the event itself. Plan it in advance. An event without follow-up is a missed opportunity. Read more in our article on B2B marketing events.