Shift event ROI measurement from lead counts to "revenue in the room," a metric combining potential prospect revenue with the retention revenue of existing customers attending. This provides a more holistic view of an event's business impact, including crucial customer engagement and advocacy.

Amy Porterfield increased her webinar conversion rate by 3% simply by moving her most valuable offers to the 45-60 minute window. Because audiences naturally drop off after an hour regardless of the stated length, a webinar's most critical sales information must be delivered before that 60-minute mark.

Top-performing companies are abandoning traditional metrics like MQLs. They now focus on understanding the entire prospecting process—from lead creation to BDR/SDR engagement—to generate stronger pipeline, higher win rates, and more revenue with less wasted effort.

One of the highest-converting webinars had the lowest show-up rate. This occurred because attendees later in the launch cycle had already consumed other free content, making them more educated and primed to buy. This proves that lead quality, nurtured over time, trumps quantity.

To build a business case for better analytics, split your pipeline into two buckets: high-intent sources (e.g., demo requests) and everything else. Analyzing the performance gap in win rates, velocity, and conversion reveals the dollar value of closing that gap through improved visibility.

Because users treat Pinterest as a research and planning tool, the path from discovery to purchase is longer than on other platforms. Pinterest itself historically used a 60-day attribution window. Marketers should anticipate a longer consideration phase, especially for higher-ticket items discovered on the platform.

Go beyond the standard 'attended vs. no-show' segmentation. Airops’ follow-up strategy considers if it's a person's first event or fifteenth. A new attendee gets a simple recap, while a veteran attendee might get a deep-dive on a new product feature, creating a more relevant experience.

FloQast segments webinar leads beyond just 'attended.' Prospects who actively engage by asking questions are prioritized for sales follow-up within hours. This signals high intent and is treated as a more valuable lead than someone who simply attended passively, leading to more efficient sales outreach.

Legacy GTM models relegate marketing to top-of-funnel activities. Data shows marketing’s continued engagement *after* a deal is created significantly impacts outcomes. Deals with active marketing signals during the sales cycle close faster and at a higher rate, proving marketing is a full-funnel powerhouse.