Events Are an Investment, But Are You Seeing the Returns?

Trade shows, conferences, and industry events are powerful platforms for SaaS and tech companies to connect with prospects, showcase innovations, and drive sales. Yet, there’s a hidden challenge sabotaging these efforts: 40% of critical event information is lost by sales teams during and after the event.

This lost information—be it leads, conversations, or key takeaways—can significantly disrupt your sales pipeline and erode the return on your event investment. Let’s dive into how this happens, what it costs your business, and how to fix it.

Why Does Information Get Lost at Events?

Even the most well-prepared sales teams fall victim to the chaos of live events. Here’s why:

1. Overloaded Teams: With hundreds of prospects to engage in a short timeframe, conversations blur together, and details slip through the cracks.

2. Fragmented Tools: Juggling multiple platforms (email, CRM, spreadsheets) leads to missed updates and lost data.

3. Manual Processes: Writing notes on paper or relying on memory during follow-ups is prone to errors and omissions.

4. No Centralized System: Without a unified platform to track interactions in real time, data gets scattered and forgotten.

The Impact of Lost Information on Your ROI

Losing 40% of event information isn’t just inconvenient—it’s expensive. Here’s how it impacts your bottom line:

1. Missed Leads: Those prospects you met at the booth? Their interest fades when follow-ups are delayed or irrelevant due to missing details.

2. Wasted Opportunities: Valuable feedback and insights from conversations are lost, leaving you blind to what resonated most with attendees.

3. Inaccurate Reporting: Without complete data, it’s impossible to measure the success of your event or justify future investments.

4. Reduced Revenue: Fewer leads nurtured and converted means a weaker sales pipeline, directly affecting your revenue.

💡 Stat Spotlight: A survey found that 80% of event marketers struggle to track ROI due to incomplete data—don’t let your company fall into this trap.

How to Fix the Information Gap

1. Adopt a Centralized Platform
   Use tools like Localista (or other SaaS solutions) that centralize guest interactions, track conversations, and automatically log data in your CRM.

2. Leverage Real-Time Data Capture
   Equip your sales team with tools that let them capture notes, scan badges, and record insights in real time. This reduces the chances of information slipping through the cracks.

3. Automate Follow-Ups
   Set up automated follow-up systems to immediately engage attendees with personalized content based on their interactions.

4. Train Your Team
   Ensure your sales team understands the importance of logging every interaction and how to use the tools at their disposal effectively.

5. Integrate Event Tools with Your CRM
   A seamless integration between event management tools and your CRM ensures all data flows into one place for easy tracking and analysis.

Don’t Let Lost Information Undermine Your Efforts

Throwing events is a significant investment, but without a strategy to capture and leverage the information gathered, it’s easy for that investment to go to waste. By addressing the root causes of lost data and implementing the right tools and processes, SaaS companies can maximize their event ROI and drive meaningful results.

At Localista, we understand the challenges of managing event data. Our platform ensures no detail gets lost by:

• Centralizing all event interactions in one place.

• Automating follow-ups across multiple platforms (email, SMS, etc.).

• Providing real-time insights so your sales team stays on top of every lead.

With us, your events won’t just be successful—they’ll be profitable.