Question

Topic: Research/Metrics

Capturing Event Roi - In-person Events

Posted by hillary.schweier on 9/18/2025 at 9:34 AM ET 250 Points
Our team manages a lot of in-person events - tradeshows, signature/invite only experiences, dinners, etc - and capturing the intelligence in the moment is a barrier to success. We've tested out various forms and tracking methods, starting with a simple form that sales/marketing log intelligence into and then being uploaded into our CRM to now moving that form into iCapture with a Salesforce integration in the works. The challenge now is that our sales attendees find iCapture too slow on-site and are moving back to spreadsheet tracking. Spreadsheet tracking leads to additional issues (PII, manual work, additional uploads, time to upload, etc). We

This ROI is crucial for attribution, sales/marketing alignment, and future marketing spend. What are some ways teams have solved for this? Are there additional capabilities we should be pressing our automation/operations partners for?

Technology involved: Salesforce Marketing Cloud, Salesforce CRM, iCapture/CVENT.
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RESPONSES

  • Posted by luebberspursifully.xye.91.02 on 9/26/2025 at 8:25 AM Accepted
    We faced a very similar challenge when trying to balance speed of data capture with the accuracy needed for reporting and ROI attribution. Sales teams were understandably reluctant to spend extra time on tools that slowed down conversations at the event itself, but the spreadsheets created even bigger problems downstream.

    What worked for us was separating “quick capture” from “detailed capture”. On-site, we used a minimal form with only the essentials (name, company, interest level), and then automated a workflow that enriched those records later in Salesforce. This meant the sales team had something fast and easy during the event, while operations handled the data depth afterwards through integrations and enrichment tools.

    Another option worth considering is working with partners that specialise in event intelligence and ROI measurement. We collaborated with Bright Sparks on one of our larger trade events and found their approach useful in reducing the manual burden, particularly around data handling and post-event insights. They helped us move away from fragmented spreadsheets and towards a centralised process that made attribution clearer.

    The main takeaway for us was that ROI capture doesn’t always have to rely on a single tool; sometimes it’s about creating a layered process that keeps things simple in the moment but robust once the data reaches the CRM.
  • Posted by hillary.schweier on 9/29/2025 at 9:12 AM Author
    This helps, especially in knowing there isn't a "silver bullet" to this but the process should enhance the marketing/sales/operations alignment. Any chance you can share more on the "automated a workflow that enriched those records later in Salesforce"? We're in the midst of a tumultuous Salesforce transition.
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