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How to: Achieve and measure event ROI

David Chalmers, marketing director, Europe at Cvent, explains shares seven tips for achieving and measuring event ROI

It is estimated that, on average, a business will spend around a quarter of its annual marketing spend on events.

This is understandable. Events executed in the right way can be a highly effective way to launch a new product or service, raise the profile of the company, nurture existing client or customer relationships and really boost the new business pipeline.