Virtual KPIs and ROI

The group were clear during the roundtable that there is now more of a focus on KPIs than ever.

As happened with the move to online media, the shift of events to the virtual world has opened up a wealth of new data points which can be used by sales and marketing.

While some marketers find tracking across webinars difficult, others were finding value in analysing the webinar or webinars a client or prospect had attended and using this to assist sales in a targeted pitch. As webinars tend to be very topically specific even knowing which sessions a target has engaged with can help lead sales.

When it comes to ROI it is essential for marketing to adapt to ensure sales are supported during the ‘new normal’. However, as event providers are still building their offering and developing their capabilities it puts pressure on marketers to know what to look for.

Creativity and an eye for detail has never been so critical!