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5 ways to set realistic objectives to reach your event ROI goals

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Like any other large-scale marketing struggle, B2B events are avenues that are impactful and involve several hours of planning. Event planners follow exhaustive methods to arrive at a feasible battle plan. While doing so, they need to pay special attention on how they set event objectives that are realistic and attainable. Event marketers need to evaluate a number of variables while setting realistic, attainable goals. Here are 5 ways to make sure that your events outpace expectations.

1.Precision in Planning:

As event marketers, it is critical to be very specific about what we want to achieve. Planning a B2B event is a very elaborate, time-consuming and expensive affair. Every aspect of goal setting ties down to the effectiveness of event planning. Event marketers need to first assess variables like the necessity of hosting such an event, the approximate budget, the target audience and what are the ultimate business objectives they expect to fulfill. The answers to these questions will provide better on what to expect and how to plan for it. The more the specifics, the better the chance of the event becoming a hit!

2.Quantifiable Metrics:

Recent studies have shown that event marketing is set to become a more prominent component in marketing budgets in the years to come. Event costs are always anticipated figures and do not give quantifiable results on fund allocation. Setting clear measurable objectives like targeting a minimum number of meetings, and attaining categorized attendee feedback, can help event planners tap into opportunities for better event success. The success of the event can be seamlessly calculated using the many meeting metric tools within the event management software. These tools are readily available in the market and can generate event ROI reports immediately once the event has concluded. These reports tell marketers if the event was indeed successful or not.

3.Achievable Goals:

Reaching goals is just as important as measuring the milestones that your event has hit. Marketers often get carried away during the event planning stage and end up setting unrealistic goals. Qualifying every prospect at an event may seem realistic, but converting them into customers is highly unlikely. Identifying attainable goals and achieving them is the real challenge for event marketers. That said, events create an abundance of opportunities. Looking back at past events and measuring the ratio of target audience v/s lead conversion rate, can help one deduce what to expect at future events and set the goals accordingly in a more realistic and achievable manner.

4.Be sure to be pertinent:

Event planners easily get drifted away from their actual goals due to the constant pressure to outperform and fulfil the requirements of investors and sponsors. They often miss out on what the target audience expect out of the event. Event goals should ideally focus on what customers need and how you address those needs. Make your event experience effective by integrating with meeting management software. This makes your event more mobile friendly and could save participants the trouble of waiting in long queues.

5.Be cautious of time:

B2B events are time-consuming affairs and the timeliness of the event should be given paramount importance. It involves the collaboration of the entire event marketing team to organize an event that takes timeliness into special consideration. Make sure to schedule the event around a time that facilitates maximum attendance. The duration of the event should keep in mind the preference of the audience and should have a window to let the delegates network. You can also engage prospects on social media and encourage online participation. This also doubles up as a method to create a buzz among attendees and potential targets.

With the ever increasing inflow of money into event marketing, B2B events have become a quintessential part of the marketing process. Event marketing brings with it a plethora of opportunities. By redefining the way goals are being set, event marketers can better identify venues to attain them.


For more insights on event ROI and B2B events, subscribe to the Jifflenow blog here.

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