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How to Prove ROI for Your Total Event Program

This free event is now available for on-demand registration and access through March 16, 2023. Once registered, the on-demand content will become available.

Lead generating marketers are always plotting how to meet and exceed lead targets, convert leads, and prove their impact. And events are a reliably strong channel to create leads and advance opportunities. But, let’s be real, tracking data and proving ROI across a total event program composed of multiple event formats (in-person, virtual, hybrid) and varying event types (trade shows, user conference, etc.) is tough.

But fear not, our friends at Cvent are here to help demystify the math and help you understand, calculate, and communicate the ROI for your total event program. Join their session and you’ll learn:

  • Best-in-class processes you can apply to your total event program
  • How to activate the right leads with event engagement scoring
  • Ways to use event tech to help you prove event impact

Myllisa Patterson

Vice President, Demand Generation, Cvent

Myllisa Patterson is the Vice President of Demand Generation for the Event Cloud at Cvent and is passionate about building long-lasting relationships between people and brands. With 20+ years of experience in communications and marketing she is a technical marketer who has a unique approach to combining new media channels with traditional marketing tactics that reach customers and prospects in a meaningful way. Quick to embrace technology and digital tactics, she’s committed to empowering marketers and event professionals with tools and best practices to make their lives easier. Myllisa lives in Portland, Oregon with her husband, two daughters, three dogs and eleven chickens. She’s been with Cvent since 2014.


How to Prove ROI for Your Total Event Program