B2B Event Effectiveness: Ditch the MQLs and Focus on What Really Matters!

4 minute read.

As a tech marketer running events, you've probably had your fair share of measuring success using the famous Marketing Qualified Leads (MQLs) and brand awareness metrics. But here's the thing: these metrics are about as helpful as a fork at a soup kitchen.

Sure, you might get some sustenance, but you'll be missing out on the really good stuff. So, let's take a quick dive into the world of B2B event effectiveness and figure out what's really important, shall we?

First off, MQLs are like the roller skate of the marketing world: fun and nostalgic, but ultimately not that practical. They give us a warm, fuzzy feeling when we see those numbers increase, but they don't tell us if our event was a smashing success or a dud. After all, who cares about leads if they're not converting into cold, hard cash (or meetings with your sales team, at the very least)?

And let's not even get started on brand awareness. Sure, it's great to have your logo plastered on every tote bag, coffee mug, and T-shirt in the vicinity. Still, unless you're in the business of selling swag, it's not going to pay the bills.

Now that we've debunked the myths of MQLs and brand awareness, let's talk about the real star of the show: pipeline-generating, qualified opportunities. That's right, folks! We're talking about meetings booked, and conversations continued with your sales team after the event. After all, that's where the magic happens, right?

Picture this: you host an event with a massive turnout. There's free food, a killer keynote speaker, and the whole shebang. But at the end of the day, if only two people are interested in continuing the conversation, you might as well have hosted a knitting circle for all the good it did your business. On the other hand, a smaller, more targeted event with fewer attendees but a higher conversion rate to meetings post-event is a winner in our book.

So how can you use this information to your advantage? For starters, shift your focus from MQLs and brand awareness to pipeline-generated, qualified opportunities. Next, track the number of attendees who convert to meetings post-event, and use that data to inform your future event strategies.

One great way to incorporate this approach is using Account-Based Marketing (ABM) campaigns. ABM campaigns are like a sniper rifle in the marketing world, where you target specific, high-value accounts instead of blasting your message to the masses. By tracking touchpoints and triggers, you can better understand how events influence decision-makers at these key accounts.

For example, suppose you notice that a particular account has attended several of your events and booked a meeting after each. In that case, you can safely say that your events are a critical touchpoint. This information allows you to tailor your event strategy to better serve these high-value accounts and ensure you focus your efforts where they matter most.

So tech marketers, let's raise a glass (or a branded coffee mug) to a brighter future where we stop obsessing over MQLs and brand awareness and focus on what matters: pipeline-generating, qualified opportunities. Because at the end of the day, it's not about how many people show up to your party but how many of them stick around for the afterparty with your sales team.

Ready to focus on cold-hard conversion? We can help. It’s all part of the Clutch service!

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