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Event ROI calculator

Estimate sourced pipeline, ROI multiple, cost per opportunity, and pipeline left on the table. No signup.

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Calculator

Your numbers

Tell us about the event

1Event context

Optional, for your own reference.

Your team's average closed-won ACV.

Sponsorship, booth, travel, swag, team time.

2Capture

Only qualified leads. Drop noise at the door.

Meetings locked before anyone travelled.

Starting 3+ weeks out typically doubles meetings.

How tightly the captured leads matched your ICP.

3Follow-up

Same-day follow-up ~doubles reply rate.

%

Of all captured leads, % contacted within 2 days.

%

Industry median 5–12% for B2B events.

%

Pre-booked meetings typically convert 25–35%.

Estimated sourced pipeline
$1.1M
ROI
12.0×
Cost / opp
$5K
Left on table
$720K

Booth-only vs. pre-event motion

Pipeline, same spend
Your pipeline$1,080,000
With pre-event motion$1,615,680
Event cost$90,000
Potential lift at the same spend: +$535,680

Benchmark scenario applies earlier outreach, tighter ICP, and same-day follow-up on top of your inputs, it's the ceiling a well-run pre-event motion tends to hit at equivalent spend.

See the breakdown
Pipeline from booth leads
180 × 8% × $60,000
$864,000
Pipeline from pre-booked meetings
12 × 30% × $60,000
$216,000
Total sourced pipeline
$1,080,000
Event cost
$90,000
ROI multiple
12.0×
Ideal pipeline (best-practice benchmark)
$1,800,000
Pipeline left on the table
$720,000
Next step

Want to hit the top bar at your next event?

Luminik pre-books meetings with ICP-matched attendees 4–8 weeks ahead of the event, then attributes sourced pipeline back to the event in your CRM.

Book a 20-min walkthroughTry the free outbound plugin

All calculation runs locally in your browser. No inputs leave this page.

Optional

Also email me the playbook behind these numbers

The calculator models what an event has to produce. The Event GTM Playbook is how teams produce it. Entirely optional: your inputs stay in the browser either way, and only your email address is sent.

One email with the download link. You are not added to a mailing list. Read the privacy policy.

B2B event ROI

Model sourced pipeline against all-in event cost, so the event review starts with revenue math instead of booth traffic.

Cost per opportunity

Calculate the leading efficiency metric finance can inspect before closed-won revenue arrives.

Pipeline left on the table

Compare badge-led follow-up against a pre-event motion with ICP scoring, meetings, and same-day CRM sync.
Deeper reading

If the numbers surprised you

The event ROI guide, what moves the ratioSalesforce event ROI: campaigns, reports, attributionHow to prove event ROI to a CFOB2B SaaS event ROI benchmarksCost per opportunity: the metric that beats ROIThe real cost of bad event attribution

How the calculator works

How is ROI calculated here?
Two pipeline streams are summed: (1) leads captured × lead → closed-won % × average deal size, and (2) pre-booked meetings × meeting → closed-won % × average deal size. Sourced pipeline divided by all-in event cost gives you the ROI multiple. Cost per opportunity uses the same pipeline numerator, not closed-won revenue. It's the leading indicator CFOs tend to believe.
What's the benchmark scenario comparing against?
The with-pre-event-motion bar applies three documented lifts on top of your own numbers: starting outreach 3+ weeks early, tighter ICP match, and same-day follow-up. It also assumes at least 10 pre-booked meetings, which is the threshold where events tend to flip profitable.
What counts as 'pipeline left on the table'?
The gap between the pipeline your inputs produce today and the pipeline the same spend produces with a pre-event motion in place. It's the delta between the top-quartile and bottom-quartile teams working the same event, same budget, different motion.
Is the link shareable?
Yes. Every input is encoded into the URL as you type, so the address bar is always a live deeplink to the exact scenario you modelled. Copy shareable link copies it to your clipboard for Slack or email. No signup, no tracking pixel.
Can I download a PDF for my CFO?
Yes. Print / save PDF opens your browser's print dialog. Pick Save as PDF as the destination and you get a clean one-pager with the inputs, outputs, assumptions, the Luminik logo, and the shareable URL. Everything runs locally in your browser.
Do I need to sign up?
No. Everything runs in your browser. Copy summary for CFO writes a clean plain-text block to your clipboard for email or Slack.
Can I use this as a conference ROI calculator?
Yes. The model works for trade shows, industry conferences, roadshows, executive dinners, and sponsored events. For conference ROI, include booth or sponsor fee, travel, staff time, side events, and tooling in total event cost.
Does this help with Salesforce event ROI tracking?
Yes. Use the output to pressure-test the Salesforce report you need: event cost, meetings, qualified opportunities, sourced pipeline, influenced pipeline, cost per opportunity, and closed-won cohort. The calculator is the model; Salesforce is where the proof should live.

Ready to run these numbers on a real event?

Pick your next event. We'll walk the meetings we'd book pre-event, the capture we'd run on the floor, and the attribution we'd write back to Salesforce or HubSpot on that specific event.

Book a 20-min walkthrough