We measure the success of a show initially by the number of new contacts made and the number of follow ups requested. Of course it’s important to us to meet with existing customers and with sell-side brokers, liquidity providers and other vendors of complementary technologies.
But ultimately we measure the value of an event by identifying leads sourced at the event and aggregating the potential business value that we can include in our sales pipeline. Ultimately, however, the success of any marketing activity or campaign is measured in its impact on the company’s revenue.
A single sale would cover the cost of the event, the pre-event marketing campaign and the post-event follow up.