Lead-generating marketers are always plotting ways to meet and exceed lead targets, convert leads, and prove their impact—and events are a reliably strong channel for doing all those things. But tracking data and proving ROI across a total event program composed of multiple event formats (in-person, virtual, hybrid) and varying event types (tradeshows, user conferences, etc.) is tough.

This session will help to demystify the math and help you understand, calculate, and communicate the ROI for your total event program.

You'll learn:

• Best-in-class processes you can apply to your total event program
• How to activate the right leads with event engagement scoring
• Ways to use event tech to help you prove event impact

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SPEAKERS

• Patrick Smith
• SVP & CMO, Cvent
• @cvent

Patrick is the SVP and CMO of Cvent. He leads a global team of hundreds of marketers who build brand awareness and drive demand for Cvent's solutions, including its event marketing and management platform.

• Myllisa Patterson
• Senior Director of Demand Generation, Cvent
• @cvent

Myllisa is the Senior Director of Demand Generation for the Event Cloud at Cvent. With 20+ years of experience in communications and marketing, she is a technical marketer who has a unique approach to combining new media channels with traditional marketing tactics to reach customers and prospects in a meaningful way.

Ever been frustrated trying to prove the value of your marketing spend?

Let's face it... attribution reporting is hard. Marketers aren't always sure which models to use, which tools are best, or which KPIs will show the true value of their marketing activities.

So how about ditching those attribution models and throwing out that ROI calculator?

Join this session with Marketing Operations Specialist Moni Oloyede to learn the best and most accurate reporting structures to prove marketing ROI.

You'll learn:

• Why ROI tracking fails (and is often misguided)
• How you can track marketing return on investment without a complex attribution model
• How to identify the metrics you really need for tracking marketing impact

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SPEAKER

• Moni Oloyede
• Director of Marketing Infrastructure, Fidelis Cybersecurity
• @MoniOloyede

Moni is a marketing operations specialist who's worked with Marketo, Eloqua, HubSpot, and ExactTarget, and she is an award-winner and presenter for both Marketo and Eloqua. Moni's expertise focuses on integrated marketing—establishing digital presence through SEO/SEM, the demand generation process, and website optimization.