Events marketing isn’t just about generating leads—it’s about attracting the right ones. it is about engaging the right audience and turning that engagement into real business results.
Here’s the BIG Question
Should your event aim for Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs)? Or should you measure something else?
It all depends on your goals, audience, and the type of event you’re hosting.
Let’s Break It Down
MQLs: Building Brand & Pipeline
Reach new audiences and nurturing long-term prospects, go for MQLs.
Think content-led experiences that offer value to everyone, as they make a buying decision.
Pro Tip: Use lead magnets—exclusive downloads, access to webinars, or helpful guides to grab attention.
SQLs: Ready to Close the Deal?
Aim for SQLs, when you plan sales-led events, like product demos or exclusive briefings.
Here, you’ll want to directly engage high-intent leads and encourage them to take an early decision.
Pro Tip: Create one-on-one meeting opportunities and live demos to build that the momentum for buying.
How About A Hybrid Approach?
Why settle for just one when you can do both? The best of both worlds perhaps?
Use a combination of SQL and MQL strategies to attract a wider audience while engaging prospects.
Pro Tip: Offer value-driven content for MQLs, while also creating personalized sales experiences for SQLs.
Beyond MQLs & SQLs
Sure, MQLs and SQLs matter, but what else should you be tracking? Consider these too:
Customer Growth: Can your event help expand existing customer relationships?
Brand Affinity: Keep an eye on social media engagement and how much buzz your brand is generating.
Sponsor & Partner ROI: For sponsor-driven events, renewals and deal impact are key metrics.
The goal of your event marketing should align with your business objectives—whether that’s generating MQLs, SQLs, or creating long-term impact. Using lead magnets and offering personalized, relevant content can help you not just capture leads, but nurture lasting business opportunities. By focusing on quality over quantity, your events can become a key driver of sustained revenue.