Hi everyone! I’m exploring ways to better attribute a dollar value to our speakers—specifically looking to understand how others are tying speaker engagements to ROI or revenue influence. Are there any frameworks, models, or best practices you use to connect speakers to pipeline, closed-won, or brand lift? Or Any metrics you’ve found helpful in showcasing speaker value? Appreciate any insights, examples, or resources you’re willing to share!
When a customer speaker speaks at an event, if the attendees' badges can be scanned at that session and then those leads evaluated, you can see which deals may have been influenced by their attending the session. I use UserEvidence to launch surveys after events and that really helps ID those who attended a session with a customer speaker. You can include a question on the survey that asks "what influenced your decision to select (or consider) name of company" and include the track session as one of the response options. Evan Huck might have more insight here.
Irwin Hipsman Rachel Ward (Saviynt) any thoughts?
Putting my scrappy hat on:
Could you use campaigns for the event and tie a speaker to the campaign? Use your usual campaign attribution, but now you know which speaker is tied to it.
Set it up like an advocacy tag. We set up our references in SF to tag the account and individual used for the reference so we can see who gets used the most, who leads to more closed-won, etc. Wondering if you can do something similar? Tag an advocate to an opportunity, but the advocacy type is speaking.
