Event Drop-Off by Month...
Partners spend a lot of time asking about effective execution of events and which variables have the most impact.
Oftentimes, I say that it is The Long Runway in terms of demand gen. That was anecdotal, now I have some data which supports (sort of) the hypothesis.
These are 8 partner-led events in Mid-Atlantic that we tracked in terms of Registration and Attendance by Month for April. So, in this case, Month 1 is March, Month 2 is April (I will be tracking going forward as well).
The list is sorted by those with the highest attendance. Partner 1 is an anomaly in many respects. You could also argue that we don't have enough data yet (which is why I will be tracking going forward).
- The drop-off of customers is not equal month to month. More drop-off the farther out you go.
- However, those who registered more than 30 customers more than 1 month in advance tracked towards a successful event (more than 25 people). As Partner 4 shows, it can be done, but your odds are better if you start earlier (at least that's how I read it).
- Those who started earlier became better event marketers with practice, with on average 23% less drop-off than those who were ineffective more than one month out.
What am I missing? What do you see in the numbers?