Event ROI calculator
Put in the size of the room and your average deal size, and see what an event like this could drive in pipeline. It is a planning estimate for B2B events: roadshows, executive dinners, field events and webinars. Change any figure to see how the answer moves.
Estimator
What could an event like this drive?
Set the size of the room and your average deal size. The numbers below are an illustration built on standard B2B event planning ratios, not a promise about your event.
How we get these numbers
Invites come from a 15% RSVP rate, which is a realistic planning figure for a well targeted list rather than a cold blast. Qualified conversations assume about 15% of the room becomes a real conversation. Pipeline is those conversations at your deal size, and the weighted figure applies a 20% win rate. Change any of those and your answer changes, which is the point of showing them.
How event ROI is worked out
Event ROI compares what an event returned with what it cost. Take the net return, subtract the total cost, divide by the total cost, and show it as a percentage. For a B2B event the return is usually pipeline or closed revenue rather than ticket sales, so the more useful question is how much pipeline each pound of event cost produced. A weighted pipeline figure, like the one above, is a fairer starting point than a raw one.
What to count as cost
Count venue, food and drink, speakers, staff time, travel, printed and digital materials, and the cost of finding and inviting guests. Staff time is the line most often left out, and it is the main reason an event looks cheaper than it was. Split any cost shared across several events, and use the same list every time so the figures can be compared.
Checking the estimate afterwards
The estimator is for planning. After the event, compare it with who actually came and what they went on to do, and keep the assumptions you used so you can see which one was wrong. Our guides cover how: How do you measure event success? and Event data analytics: what to track before, during and after an event. When you are ready to run the event itself, see the platform.
