Arguably the most important metric from a trade show is the influenced revenue. The question to answer is how much revenue is being impacted as a result of the show. Utilizing a CRM allows a prospect to be tracked throughout the sales pipeline. Once a deal is closed with a prospect, you can see the amount of revenue generated and tie it back to the trade show where you met the new customer. But it is important to track and analyze the meetings at events by revenue impact. This is when a MAP that can also integrate with CRM software like Salesforce becomes crucial to measuring ROI.
The final outcome is the only thing that matters after a trade show. After all, it is an investment and you want to see how much revenue is going to be brought in by that investment. Not only can these metrics help to establish the ROI, they can also lead to more marketing spend for the next year. With a MAP in place and these metrics in mind, marketers can have an eye on the big picture and develop effective campaigns surrounding their next trade show.
Author Bio: Ravi Chalaka is a marketing and business development expert, who creates and executes business strategies, generating demand and raising brand/product awareness in competitive markets. As VP of Marketing at both large and small technology companies, Ravi built strong teams and brands and enabled faster revenue growth for a wide range of solutions based on Big Data, SaaS, AI and IoT software, HCI, SAN, NAS. Ravi has MBA degrees in marketing and Finance and is an expert industry spokesperson and presenter.