Free Tool by Digital Uncovered
Did that event actually
pay for itself?
Events are the biggest discretionary spend in B2B marketing — and almost no one calculates the ROI before committing. Enter your numbers — get the real return, the break-even attendance, and whether the same budget would have done better elsewhere.
1
Event costs2
Leads & funnel3
Deal economicsWhat did the event actually cost?
Most teams only count the sponsorship fee. The real cost includes team time, travel, collateral, and follow-up. Enter everything — the ROI calculation is only honest if the cost is honest.
Event type
Industry conferenceSponsor / exhibit / attend
Own hosted eventSeminar, summit, launch
Webinar / virtualOnline event
Roadshow / fieldMulti-city, smaller
Trade showVertical / industry expo
Executive roundtableInvite-only, small format
Direct costs
The core event cost — sponsorship package, booth space, or venue hire
₹
Required.
Banners, brochures, branded merchandise, demo setup
₹
Flights, hotels, ground transport for all staff attending
₹
Days × headcount × daily cost. Attending staff could have been selling or building.
₹
Ads, email campaigns, outreach to drive registrations or booth traffic
₹
SDR time, email sequences, gifts, demos booked from event
₹
Total event investment
₹0
What did the event produce?
Be conservative with lead quality. A badge scan is not a lead. Count only people who had a real conversation, took a demo, or filled in a form with intent.
Attendance & lead volume
Overall event attendance — not just at your booth
people
Required.
Real conversations and engaged contacts — not every badge scan
leads
Required.
Lead quality & funnel rates
% that qualify after follow-up
%
Required (1–100).
% sales accepts and pursues
%
Required (1–100).
% of opportunities you close
%
Required (1–100).
Timing
From event lead to signed deal
mo
Required.
Deals already in pipeline that the event accelerated or reopened
opps
Your deal economics.
Deal value is what determines whether the event's CPL is justified. We'll compare your event ROI against what the same budget could have generated on other channels.
Deal value
Typical ACV of a new customer from marketing events
₹
Required.
Typical value of deals the event accelerated (can match ACV)
₹
Industry context
B2B SaaSSoftware products
IT ServicesTech consulting
ManufacturingIndustrial B2B
BFSIFinance & banking
Healthcare B2BPharma & health
Other B2BProfessional services
Where the budget went
Your event funnel — where leads are lost
Break-even analysis — how many deals do you need?
0 dealsBreak-evenProfitable
How events compare to other channels
What to do differently next time
| Scenario | Leads | Deals won | Revenue | ROI |
|---|
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