Half the registrants don't show.
EventworthEvery registrant gets a no-show score. Owners confirm their own people.
Event lifecycle and ROI · for US$1M+ event budgets
Every event, from plan to proof.
At least 2.5× ROI.
One step-by-step workflow for every event, from the brief to the verdict. Each step unlocks only when the last is done, so nothing slips, and every event ends with an ROI report your CMO and CFO can act on.
Every US$1 on events held to a minimum of US$2.50 in pipeline. One view for event managers, one for the CMO, connected to your landing pages, email platform and CRM.
2.5× is the bar every event is held to, not a promise: each verdict shows what the event actually added. Works with the event platform, marketing automation and CRM you already run.
Event · sample
CISO roundtable, Singapore
60 target accounts · 12 held out · 20 seats
✓ Plan✓ Fill✓ ConvertMeasure
Pipeline added per US$1
3.4×Attended, of 33 registered23
Followed up within 48 hours100%
Meetings booked6
Pipeline added, on US$45KUS$153K
Sound familiar?
The event problems nobody budgets for.
The wrong people fill the seats.
EventworthInvite lists ranked by fit and intent, filtered by persona and category.
Leads sit for a week after the event.
EventworthEach owner gets their people and a ready email. Late owners turn red.
The badge scan is a mess.
EventworthMessy files and messy CRM matched. Weak matches go to review.
Nobody can prove the pipeline.
EventworthAttended accounts vs held-out accounts. Pipeline per US$1.
The CFO wants a number by Friday.
EventworthCFO and CRO report in about an hour.
You sponsor blind.
EventworthSee which of your buyers are going before you pay.
The same mistakes, every year.
EventworthLearnings land in next year's briefs.
The platform
Make event planning and ROI a structured process that wins more budget, with 2.5× ROI year on year.
Brief, accounts, connectors, content.
- Target accounts and their contacts, plus intent data
- Landing page, email platform and CRM connected
- Attachments, sponsors, calendars blocked
- Invites, calendar hold, WhatsApp for AEs and SDRs
Target accounts · 60Done
HubSpot connectedLive
Invite content · 6 of 6Ready
Registrations, live, until the room is full.
- An on-track check every day: registrations needed, and where you should be
- Three invite waves: AE personal notes, marketing email, peer invites
- Show rate predicted, with the actions that raise it
- AEs notified, reminded and escalated until they invite
Show rate · Tier 182%
Every attendee followed up, best first.
- A follow-up clock: 24 hours, 72 hours, 7 days
- Each owner gets their own ranked list, with reminders
- Who to call first: replies, senior people, intent accounts
- Thank-you and we-missed-you emails by mail merge
Tomas Ong · VP EngineeringBook meeting
Hana Rao · CTOCall now
Wei Chen · IT DirectorFollow up
The verdict, and the report to send.
- Attended accounts against the 1 in 5 held out
- Pipeline added per US$1: Repeat, Fix or Stop
- Editable reports, with stakeholder input
- Learnings, sponsor recaps and net cost
3.4× per US$1Repeat
US$153K added on US$45K
One next action at a time. Each step unlocks only when the one before it is complete, and every event ends with a verdict.
For event managers
One event at a time, step by step.
One next action at a time. A multi-year calendar with public holidays and your company's QBRs and kickoffs, and whole series planned at once.
For the CMO
Every event on one page.
Quarterly, year-on-year and all-learnings reports, results by region, and next year's budget case: fund, fix or cut.
Quick measure
Past events, in minutes.
Drop a CRM export and attendee lists to compare what each event contributed, with editable CFO and CRO reports.
Try it free →Built for real data
Messy CRM? Messy files? That's the starting point.
Drop any file, anywhereBadge scans, Cvent, Zoom, CRM exports.
Matches through bad hygieneTypos, acronyms, duplicates. Weak matches go to review.
CRM fixes for your adminOne CSV of fixes. Nothing written to your CRM.
See it work · Plan ahead
Plan the year, then every event, step by step. Make every event bring 2.5× ROI.
2027 plan18events · 8 roundtables in a series
BudgetUS$725KUS$60K from sponsors
Target at 2.5×US$1.81Mpipeline added · 2026 ran 2.6×
Needs attention21 holiday clash · 1 venue to book
Briefed 6Dates set 8Ideas 4
‹November ▾2027 ▾›+ Plan a series Auto
Jan1 · 40KFeb2 · 75KMar2 · 80KApr1 · 35KMay2 · 90KJun2 · 120KJul1 · 40KAug1 · 30KSep2 · 70KOct1 · 35KNov3 · 110KDec—
MonTueWedThuFriSatSun12345⛔ Sales kickoff6789CISO roundtable, Seoul1011US Veterans Day121314IN Guru Nanak Jayanti151617CISO roundtable, Kuala Lumpur1819202122232425US Thanksgiving⚠ CIO dinner, New York26✓ CIO dinner, New York27282930
Automated from the 2027 plan
✓ 8 roundtables created, one a month, each with its brief filled in
✓ Public holidays checked for Singapore, India and the US
⚠ CIO dinner, New York fell on Thanksgiving: moved to the next working day, 26 Nov
✓ Invites scheduled: 28, 14 and 2 days before each event
✓ Calendars blocked for speakers and AEs
✓ Owners notified with their accounts and deadlines
NEXT · PLAN · 3 OF 4 DONEGet the first invite readyWrite the first invite or link the one you built, then mark it ready.
Open Invites✓BriefCIO dinner, Bengaluru · 12 Dec 2026 · 25 seats · US$40KDone
✓Accounts60 accounts · 12 held out · 46 of 48 with contactsDone
✓ConnectHubSpot landing pages · HubSpot · SalesforceDone
✓Team5 owners with email · 2 speakersDone
5InvitesFirst invite not ready · 5 of 6 messages · attachments 3 of 3Required
6Sponsors2 sponsors · US$18K confirmed · net cost US$22KOptional
One next action at a time. Fill unlocks once the four required parts are done.
Predicted show rate0%
Target for an executive dinner70%
Expected in the room0 / 25
TierSigned upSeatsExpected
Tier 1 open opportunity141312 / 13
Tier 2 ICP or intent1289 / 8
Tier 3 everyone else542 / 4
Nudge 4 owners9 registrants to confirm · 7 Tier 1 and 2 accounts to invite. One message per AE, via Slack.Nudge all
Raise it: calendar hold ✓ · owner calls ✓ · reminder the day before ✓ · WhatsApp from the AE on the morning.
REPORT FOR THE CRO · 2026 EVENT PROGRAMMECISO roundtable series: US$657K pipeline added from US$212K
↓ CRO report (PDF)Series, per US$10×
Meetings booked0
Followed up in 48 hours0%
All 2026 events2.6×
EventCameMtgsSpendAddedPer US$1Call
CISO roundtable, SingaporeMar 2026 · series287US$41KUS$119K2.9×Repeat
CISO roundtable, SydneyMay 2026 · series246US$42KUS$151K3.6×Repeat
CISO roundtable, MumbaiJun 2026 · series225US$28KUS$84K3.0×Repeat
Partner summit, LondonJun 2026619US$95KUS$142K1.5×Fix
CISO roundtable, TokyoAug 2026 · series194US$45KUS$99K2.2×Fix
CISO roundtable, JakartaSep 2026 · series216US$30KUS$110K3.7×Repeat
CISO roundtable, BengaluruNov 2026 · series235US$26KUS$94K3.6×Repeat
Security summit, AustinNov 2026——US$140K—Open
Recommendations
Fund againRoundtables in Singapore, Sydney, Mumbai, Jakarta and Bengaluru: US$167K returned US$558K, 3.3× per US$1.
Fix firstTokyo at 2.2×: only 6 of 10 Tier 1 seats were filled. Start AE invites 6 weeks out. London partner summit at 1.5×: fund only with pre-booked meetings.
SalesWork the 11 accounts that came to 2 or more roundtables first; 4 have no open opportunity yet.
2027 ask8 roundtables, adding Seoul and Kuala Lumpur: US$290K for about US$900K added at this year's 3.1×. An estimate, not a promise.
CSV
sfdc_campaign_report_Q3.csv1,284 rows · Salesforce
Attendees found0
Matched to CRM accounts0%
Duplicate accounts merged0
Opportunities linked0
Flagged for review0
Nothing is written back to your CRM. Duplicates are merged for measurement only.
Pipeline added vs comparison accountsUS$0M
Added per US$10×
Left in uncalled leadsUS$0K
Each event is compared with similar target accounts that weren't there. The method is named on every report.
EVENTWORTH · REPORT FOR THE CMO
What to do
Data: 96% of attendees matched to CRM accounts. Comparison: similar target accounts that didn't attend.1 / 4
Demo with a fictional company's figures.
Who it's for
Built for teams with a US$1M+ events budget.
The sweet spot
US$1M+a year on events, across regions
At that pace, nobody has time to clean lists, chase owners and rebuild the budget case by hand, and the CFO wants proof for every line.
- B2B marketing teams with sales owners and a CRM: Salesforce, HubSpot or Dynamics
- Several regions or event managers, such as APAC, North America and EMEA
- A mix of your own events and third-party ones: roundtables, dinners, webinars, booths, summits
- An events budget that has to be defended every year
Who uses it
Field and event marketingPlan, fill the room, drop the lists, chase follow-up.
Sales ownersOne page: their people, a ready message, one tap to mark sent.
Marketing ops and RevOpsNo more list cleaning, matching or owner routing by hand.
CMO, CRO and CFOResults by event and region, and which events to fund again.
Probably not yet a fit
- Under US$1M a year on events, or one or two flagship events: a spreadsheet will do.
- No CRM, or accounts without owners.
- Consumer or ticketed events, where attendees aren't B2B accounts.
Outcomes
What you get in your first budget season.
Bigger budget+US$1MExtra events budget, backed by verdictsRepeat events adding 4× per US$1 make the case for 25% more spend on the formats that work.
Which events to fundUS$800KMoved from Stop events to proven ones20% of spend sits in events that add less than 1.5× per US$1. That budget moves to Repeat formats, with no new money needed.
Reports in minutesMinutesCMO, CRO and CFO reports, not days or months laterDrop your event and CRM exports and each leader's one-page report is ready as a PDF. No more days of spreadsheet work before the quarterly review.
RevOps time back360 hrsA year of list cleaning and matching, goneAbout 6 hours per event to merge lists, dedupe, match to the CRM and route owners, across 60 events.
Worked example, not a customer result:US$4M events budget60 events a year20% of spend in Stop events~6 RevOps hours per event
What you'll have
From one event's list to next year's budget case.
- Day 0Call listsEach owner gets who to call now and who to follow up.
- Day 14Follow-up checkWho was called, who wasn't, first meetings.
- Day 30Early readOpportunities from attended accounts.
- Day 90VerdictPipeline added vs accounts left out. Repeat, fix or stop.
- Year endBudget caseEvery event, tied to pipeline, in one view.
Every event, together · sampleEvery event, tied to pipeline
For the CMO and CFO5events with a verdict
US$407Kevent spend
US$1.27Mpipeline added vs comparison groups
3.1×added per US$1
EventSpendAddedPer US$1
Partner summit, SydneyCustomer summit · ANZUS$140KUS$126K
AWS Summit booth, SingaporeTrade show booth · ASEANUS$120KUS$168K
DevOps webinar seriesWebinar · ASEANUS$22KUS$62K
CFO lunch, JakartaExecutive roundtable · ASEANUS$38KUS$194K
CISO roundtable, SingaporeExecutive roundtable · ASEANUS$87KUS$719K
Next year's budget case, already written
Ask US$468K (+15%) and move the summit budget into roundtables, for an expected US$1.8M in added pipeline. Repeat 2 formats, fix 1, cut 1.
- Repeat: roundtables, webinars
- Fix: booths only with pre-booked meetings
- Cut: partner summit
Who sees what
One verdict, read four ways.
Event managers
Their region
Brief, drop and verdict for their own events, plus learnings from every other region before their next one.
CMO
The budget case
Pipeline added per dollar by format and region, and next year's ask, backed by every event.
Sales owners
Their own page
Their people from each event, senior ones first, a ready email for each, and one tap to mark sent. No menus to learn.
Finance
Spend against result
Every event's spend next to the pipeline it added, measured against a holdout rather than attribution.
Data privacy first
Your CRM data stays in your browser.
The CRM report and attendee lists are read on your own device. Raw files are never uploaded to our servers.
Processed in your browser
CRM and attendee files are matched on your device. The raw files never leave it.
Only results are shared
Your team sees event results, verdicts and the call lists they need. Nothing else is stored.
Read-only on your CRM
Nothing is written back. Duplicates are merged for measurement only.
Consent respected
Leads without consent for sales follow-up stay out of call lists, by person and by country.
Never sold or shared
Your data is never sold, shared with third parties or used to target your accounts.
Built to SOC 2 practices
Access limited to your team, encryption in transit, and security controls that follow the SOC 2 Trust Services Criteria.
Why Eventworth
Software is easy to copy. Three years of event evidence isn't.
Every event makes the next one smarter.
Pipeline added per US$1 by format, region and industry, pooled anonymously across customers who opt in.
Roundtable · ASEAN · Security6.2×
Webinar · India · SaaS3.4×
Booth · ANZ · Fintech1.1×
Every funding call, checked a year later.
Each Repeat, Fix or Stop is linked to what happened the following year.
2026 · Repeat roundtables+31%
2026 · Fix booths+12%
2026 · Stop summitUS$140K freed
Finance plans with it.
Once the CFO builds the budget from it, the evidence base lives here. Replacing it means starting over.
FY27 events budgetUS$468K
Backed by23 verdicts
Expected addedUS$1.8M
Honest by design
What a verdict claims, and what it doesn't.
Claims
- Accounts that attended created more pipeline than comparable accounts that weren't there.
- Which comparison group was used: a random holdout set before invites (strongest), or similar accounts that didn't attend.
- How fast sales followed up, and what was left in leads nobody worked.
Does not claim
- That the event closed any deal on its own.
- Results for held-out accounts that were contacted anyway; they are dropped and named.
- A verdict before day 90. Day 14 and 30 are for fixing follow-up, not for judging the event.
Resources
Learn how event teams prove ROI.
Reports
B2B Event ROI Report 2026What the research says, and three moves before 2027 budgets are set.Read the report →
Free event ROI checkDrop a CRM report and an attendee list for an instant read.Try it →
Use casesDinners, roundtables, booths, sponsorships, roadshows and webinars.See them →
Webinars
Prove event ROI with a holdout30 minutes: hold out 1 in 5 accounts, compare pipeline, get a verdict your CFO accepts.Get notified →
Plan 2027 events backwards from 2.5×Build next year's calendar and budget case from this year's results.Get notified →
Fill the room with the right peopleShow rate, CRM tiers and AE nudges that keep Tier 1 seats full.Get notified →
Webinar and meetup dates go to the list first. Ask to be notified and we'll send the next date.
Free report
B2B Event ROI Report 2026
Events are the channel marketers trust most and can prove least. Five minutes on what the research says, and three moves to make before 2027 budgets are set.
Read the reportRun your next event on Eventworth
We set it up with you: your events calendar, target accounts, landing page, email platform and CRM, so your next event runs Plan to Measure and ends with an ROI report.
Questions
Who is Eventworth for?
B2B marketing teams with US$1M or more a year on events, running many events across regions, with sales owners and a CRM such as Salesforce, HubSpot or Dynamics. It suits teams across several regions, a mix of their own and third-party events, and an events budget that has to be defended every year. Teams spending less, or running one or two flagship events a year, are usually fine with a spreadsheet.
Can it help more registrants actually turn up?
Yes. Drop the registrant list and every person gets a no-show risk score with the reasons. Each account owner gets the few people most likely not to come and a ready message to send from their own WhatsApp or email, and anyone who can't make it can pass the seat to a colleague. Check-in on the day feeds your show rate, so the next forecast is sharper.
Our CRM is messy. Will the matching work?
Yes, that is the normal case. Attendees are matched by email domain, website brand across country domains, company names with legal and country words removed, typos and acronyms, and duplicate records are grouped. Weak matches go to a review queue and are not counted until someone accepts them. A CSV of CRM fixes goes to your admin; nothing is written to your CRM.
Does it help with third-party events we don't run?
Yes. Drop the delegate or registrant list the organiser shares. Eventworth reads company, job title and interest, finds your buyer personas and your accounts, and says whether to sponsor, send a team or skip. It works from what the organiser shares; names and emails are not kept.
Why hold accounts out of an event?
Without a comparison group, every deal from an account that attended gets credited to the event, including the ones that were going to buy anyway. A random holdout set before invites is the only clean way to see what the event added.
Won't holding out accounts cost us pipeline?
The holdout is small and chosen at random from the full target list, so no account is singled out. Held-out accounts can still register on their own; they are reported separately rather than hidden.
Do we have to change our event platform or marketing automation?
No. Invites still go out through your marketing automation and registrations stay in your event platform. Eventworth reads exports from them and never writes back to your CRM. Call lists and owners are shared with your team inside Eventworth.
Does it work for webinars and booths, not just dinners?
Yes. Each format gets its own verdict, and the year view compares formats by pipeline added per dollar, so booths, webinars, roundtables and summits are judged on the same basis.
What happens to attendee data?
Lead files are matched to your CRM and consent-checked before anything is routed. Leads without consent for sales follow-up are kept out of sequences and counted only for attendance.