Using Technology to Automate and Measure Live Event ROI

Coming back from COVID, it feels like we’ve lost a bit of the magic touch when it comes to managing and tracking ROI at networking and marketing events. Now that we’re returning to in-person events, how can we strategize and track our success as event hosts and sponsors? Fortunately, I was able to attend the session at 2025’s AAM Summit “Using Technology to Automate and Measure Live Event ROI,” hosted by Tiffany Orth, Marketing Manager, LBMC and Kristen Petrel Director of industry Segments, LBMC. Their insights into leveraging technology for event ROI were both practical and inspiring for anyone involved in event strategy and measurement.

Here are my key takeaways from this session:

Align Events with Business Goals and Intentional Feedback

One of the most important lessons is the need to ensure every event is strategically aligned with business objectives. Kristen and Tiffany emphasized the importance of using metrics to guide decisions, holding teams accountable, and being intentional in planning and execution. This includes defining clear objectives, setting expectations, and personalizing outreach as part of a broader strategy. Building in time for intentional feedback is essential to refining future approaches, which fosters accountability and collaboration between cross-functional teams and stakeholders.

Kristen highlighted the importance of aligning metrics with business goals, especially when tracking event expenses, lead generation from booths or sponsored activities, and projecting revenue from potential leads. She referred to this process as “end-funneling,” where leaders are asked to clarify the business case for each event: Is it industry-focused? Will competitors be present? What leads are anticipated?

Setting intentional metrics and gathering all relevant information helps ensure alignment with strategic priorities, including budget, go-to-market plans, and visibility.

Embrace Your Tools and Use of Technology

Efficiency and collaboration are essential to successful event management, and this session emphasized how technology can help teams achieve both. Rather than trying to manage every detail manually, Tiffany encouraged embracing available tools to streamline workflows and free up time for strategic planning.

Tiffany highlighted the importance of delegating tasks and using technology to simplify reporting and communication across teams. She shared how automating approval processes and using familiar platforms like Microsoft Forms and Power Automate helped reduce email clutter and kept everyone aligned.

“By creating this more automated form on the front end, we’re able to keep everybody on the same page. We’re able to identify who the event point person is,” Tiffany added.

Having automated features and subtasks built into these platforms also supports cross-functional accountability. It allows teams to clearly track what’s been completed, who’s responsible, and where follow-ups are needed, reinforcing the same kind of intentional accountability discussed in the first takeaway. When delegation is supported by systems like these, it becomes easier to ensure that every action aligns with broader business goals and event strategy.

Embracing our technology for accountability and visibility naturally leads to the next key takeaway: using technology not just to manage tasks, but to measure impact.

Use Technology to Track Meaningful Metrics and Drive ROI

Building on the importance of accountability and visibility, the session emphasized how technology can be used not only to manage tasks, but also to measure impact. Tracking meaningful metrics is essential for demonstrating event value and guiding future decisions. Kristen and Tiffany encouraged teams to use data not just for internal reporting, but also to communicate value to stakeholders and inform strategic planning. They stressed the importance of tracking metrics, creating visuals to show partners and internal groups the impact of events, and using ROI insights to drive decision-making while also implementing feedback from leadership.

QR codes and CRM integrations were highlighted as powerful tools for capturing leads efficiently and tying engagement directly to business outcomes, such as using QR codes to register attendees for giveaways while automatically generating leads in the CRM system and offering something of value in return.

A well-rounded tech stack is essential for streamlining event operations and maximizing ROI. Tiffany recommended a suite of tools that support automation, data collection, and real-time insights, including Smartsheet, Power Automate, Microsoft Forms, QR generators, Microsoft Dynamics with real-time marketing, Power BI, Introhive, Vertical IQ, ClearlyRated, and ZoomInfo.

By integrating these platforms, teams can automate workflows, enhance reporting, and ensure that metrics are not only tracked but also aligned with business goals. This reinforces cross-functional accountability and empowers teams to make informed, strategic decisions based on reliable data.

Turning These Insights into Action

With the right tech stack in place and meaningful metrics being tracked, the next step is transforming those insights into measurable outcomes. The session provided clear, actionable steps to help teams close the loop between data and strategy:

• Schedule post-event debrief calls with intention
• Analyze ROI to inform budgeting and future planning
• Adjust lead generation activities based on performance
• Review metrics regularly to stay aligned with goals

They shared an example of the impact implementing this approach had within their firm: “Within 2 years, we removed 7 events, and re-allocated onto 3 and took the adjusting approach, which led to a $100k of won opportunities in 2024 from event opportunities in 2022,” Kristen said.

The Way Forward for Events

In summary, this session reinforced that aligning events with business goals, embracing technology, and fostering team accountability are essential for maximizing ROI. As Kristen and Tiffany put it, “If you embrace automation technology that might already be in your tech stack, that will free up your time to really start to create a strategy, have those multiple conversations with shareholders, and it really will make your life easier.”

Tiffany and Kristen did a wonderful job highlighting how we can, and should leverage our tools, embrace our teams, and encourage stakeholder engagement. This not only streamlines event execution but also creates opportunities for deeper networking and visibility. After years of virtual-only interactions, returning to in-person events feels like a win-win for both strategy and connection.

For more insights, check out the full session recording on AAM’s Website.

The 2025 AAM Summit featured sessions on business development leadership, AI, Canva tips, and more, offering strategies for firms of all sizes to overcome challenges and drive results. Many of these recordings are accessible on the AAM Member Portal.

If you want even more insights, look out for registration information for AAM Summit 2026, happening May 18-20, 2026 at The Westin Rancho Mirage Golf Resort and Spa in Palm Springs, CA. We hope to see you there!