Event Marketing Goals and OKR Examples

January 24, 2022

Event marketing is responsible for driving new customer acquisition, customer engagement, and drive brand awareness. They do so by hosting in-person or online events, participating in industry events, and more. Setting thorough event marketing goals is essential for creating a high-performing calendar of events.

What are good event marketing goals?

As you set up your event marketing goals it’s great to build them around initiatives such as:

• Drive new revenue and pipeline through event prospecting
• Increase brand awareness and thought leadership speaking opportunities
• Creating an engaged customer base
• Driving event engagement

[Read More: Event Marketing Manager Job Description]

Event Marketing OKR and Goals Examples

Event Marketing OKRs and Goals for Event Engagement

Objective: Drive record ROI from marketing event

Key Results: 

• Scan 1,200 badges during event
• Book 10 on-site sales meetings during event
• Generate 370K in sales pipeline from event in Q2
• Achieve 13% post-show engagement from attendees 
  

Event Marketing Goals and OKRs for Customer Events

Objective: Triple revenue gained from this years’ annual customer meeting

Key Results: 

• Drive 2,400 customer registrations
• Book 260 on-site sales meetings during event
• Generate $1M in expansion pipeline in Q3
• Run 800 live demos for new product 
  

Event Marketing OKRs for Industry Events

Objective: Complete a successful industry conference this quarter

Key Results: 

• Drive 95 attendees or 100% occupancy for sponsored workshop
• Generate event awareness through 100+ #hashtag mentions
• Capture 420 Enterprise MQLs from conference
• Coordinate 3 separate off-site dinners for sales with customers

Final Thoughts: Event Marketing OKR Examples

Interested in seeing more event marketing OKRs? Contact us to learn more.