8 Ways Marketing Ops Can Maximize Event ROI

Can You Afford to Run Events Without Marketing Ops?

This story might sound familiar: Your field marketing and events team participated in several events. Afterward, the demand marketing team needed to set up nurture streams. When the events team asked marketing ops to drop everything they were doing and upload the lead data, marketing ops was shocked. It was the first time the events team had spoken to marketing ops about the events.

This story may seem extreme, but it occurs in many B2B organizations. It’s common for marketers to execute events independently of other marketing programs and tactics. But the fact is, in a bad economy, we can no longer afford to let this happen. To maximize event ROI, marketing needs to connect events to other demand channels –– for a cross-channel approach. By partnering with marketing operations from the beginning, you can get the data right and maximize ROI before, during, and after events.