How to measure ROI on a trade show in the GCC
To measure trade-show ROI in the GCC, track four numbers: cost per qualified lead (total show cost ÷ MQLs), pipeline value attributed (sum of opportunities sourced at show, weighted by stage), brand impressions (booth visitors × dwell time + earned media), and revenue closed within 6 months attributed to show contacts. Vanity numbers to drop: scans, social impressions without sentiment, raw business cards collected. A simple post-show scorecard within 7 days is more useful than a perfect 90-day report.
- The four metrics that matter
- Vanity numbers to drop
- Pre-show: instrument before you exhibit
- Post-show scorecard (run within 7 days)