April 29, 2024

How can I track ROI from trade shows or exhibitions using HubSpot?

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Step 1: Pre-event setup

  • Access your HubSpot dashboard.
  • Create a new 'Campaign' specifically for the trade show or exhibition. This will allow you to associate all relevant activities and track them under one umbrella.

Step 2: Configure your tracking tools

  • Under the 'Marketing' tab, go to 'Tracking Code'.
  • Set up a unique tracking URL for your event-specific landing page or registration form. This will allow you to monitor the number of attendees that engage with you online as a direct result of the trade show.

Step 3: Create an event-specific form

  • Create a new form in HubSpot that is specific to the trade show or exhibition.
  • Add fields that capture essential data, including how attendees heard about your booth, their interest level, and any immediate inquiries.

Step 4: Sync your CRM

  • Ensure that your CRM is integrated with HubSpot.
  • Set up a system to input business cards or contacts gathered during the event into your CRM, then tag or associate them with the trade show campaign in HubSpot.

Step 5: Implement HubSpot on mobile

  • Install the HubSpot mobile app.
  • Utilize the app during the trade show to input new leads, set reminders for follow-ups, and note key details about each interaction.

Step 6: Engage with leads post-event

  • After the event, launch email sequences to attendees using HubSpot's Email Marketing tool. Personalize these sequences based on the lead's interest or interactions at the event.
  • Associate these emails with your trade show campaign to ensure the results are tracked appropriately.

Step 7: Monitor website activity

  • Use HubSpot's website analytics tools to monitor post-event traffic.
  • Track how many event attendees visited your site, downloaded content, or engaged with other offers.

Step 8: Evaluate sales data

  • In the weeks or months following the event, monitor any sales made to leads generated at the trade show.
  • Use HubSpot's Deals tool to track sales progress and associate any closed deals with the trade show campaign.

Step 9: Calculate ROI

  • Access the trade show 'Campaign' within HubSpot.
  • Combine the total costs of attending the trade show (booth cost, travel, promotional materials, etc.) with the revenue generated from event leads.
  • Subtract the total costs from the total revenue to determine your net profit. Then divide the net profit by the total costs to calculate the ROI.

Step 10: Optimize for future events

  • Analyze which activities yielded the most ROI (e.g., email sequences, live demos, networking).
  • Use HubSpot's analytics tools to refine your strategies and approaches for future trade shows based on the data.