Demonstrate the true business value and ROI of your B2B events
Event Investment
Include all costs: venue, catering, AV, marketing, staff time
Attendance & Engagement
Accounts for no-shows
Key accounts in attendance
Lead Generation
Marketing qualified
Accepted by sales team
Pipeline & Revenue Impact
Sum of all opportunities
Historical close rate
Already closed deals from event
Average time to close
Additional Business Value
For retention/upsell
Retention & expansion
Indirect revenue impact
Event Value Analysis
Cost Per Attendee
£0
Cost Per Lead
£0
Cost Per Opportunity
£0
Pipeline Progression
Revenue Timeline
Value Breakdown
Revenue Source
Value
Confidence
Timeline
Understanding B2B Event Value:
• Pipeline Generated - Shows how many times your pipeline value exceeds event cost (e.g., 6.2x means £6.20 of pipeline for every £1 spent)
• Projected ROI - The realistic return including pipeline value at your historical win rate
• Total Business Value - The complete picture including customer retention and partner impact
• Most B2B events generate 3-10x pipeline coverage with positive ROI within 3-6 months
• Compare your Cost Per Lead and Cost Per Opportunity to other channels