Stop Counting Badges. Start Counting Conversations.
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Stop Counting Badges. Start Counting Conversations.
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Hey, have a topic for us?
Most companies don't have an event ROI problem. They have a data structure problem around events.
Casper and Kasper unpack why event ROI is almost always calculated wrong: short-term attribution on a long-term influence channel. You scan 300 badges, follow up on all of them, convert almost none, and call it brand. Both Caspers have done it. Neither recommends it.
The fix isn't more leads. It's qualified presence. Pre-event planning around target accounts. CRM discipline that captures real conversations, not tote-bag handoffs. And a 48-hour follow-up window for the 5% who are actually in-market.
There's also a swag tip involving LED glasses, the Adobe Summit bash, and 25 people swarming a booth at midnight. That part is free.