When using Campaigns to gauge the performance of an event, it’s nearly impossible to get accurate ROI. YES marketing metrics are important, touchpoints, website/social influence etc. But being able to tie back a deal created to an influenced contact in a sensical manner - say a tradeshow lead, and the revenue associated to the event is critical.
Not just won revenue but active as well as deal cycles can span months in B2B.
I want to know, how many NEW contacts did we generate, how many NEW deals were created, maybe did the interaction influence an already open deal. etc.
These are what leadership cares about, where marketing might focus on the success of an asset. There is still a large gap within the campaigns tool.