Tracking ROI from In Person Events

Marketing & Content Hub Tips, Tricks & Best Practices
1

I’m interested to hear how people have tracked ROI from in person events.

We don’t use Marketing Pro, but have Sales Pro.

2

Hi @MP2026,

In my experience, it’s much more difficult (not impossible) only having Sales Pro. The Campaigns tool on Marketing Pro has been the best for us to track ROI from in person events.
Ultimately it’s going to come down to ensuring you have the right properties on company and contact records so as you can properly allocate the source of the leads. Some of the variables you’ll want to consider so you can account for them in your reporting:

  • Same person, multiple events
  • Different people, same company (either one or multiple events)
  • Timing - you’ll have some leads that engage quickly, but other leads that will take a considerabe longer timeframe (sometimes you’ll even speak with them at another in person event before a real sales convo happens)
  • Leads that don’t engage at the event, but do engage with event related digtal assets (they walk by your booth and scan a QR code or something)
  • Leads that engaged online first and happen to also engage at the event

Then you have other factors such as budget/expense, which can be tracked with the campaigns tool but would have to be tracked elsewhere without the tool.

Again, not impossible, just a lot of things to consider and you’ll still be tracking some of this outside of HubSpot. If you happen to have an enterprise hub, you could also use a custom object to track the event and event details and then associate contacts/companies to the custom object. Still not as good as the Campaigns tool itself, but it’s helpful.

Josh