Most conference ROI tools tell you how many leads you got. This one tells you whether you're asking for a decision that matches the relationship you've actually built.
Powered by CodexLab.ioTotal cost of the booth, travel, swag.
Annual contract value of a typical win.
Not badge scans — real conversations.
Discovery or follow-up calls on the calendar.
Emails, calls, LinkedIn, content sent.
How long has the conversation been cooling?
Your annual conference circuit.
Gap: $119,000 (60% of target)
At your average deal size of $45,000, buyers typically need 7 touches across 8–12 weeks (roughly the gap between two events, e.g. ahri to hr tech fest). You have used 3 touches — which means you may be expecting a faster yes than the deal warrants.
A personalised touch this week can still recover this.
100% on the day of the event, declining 85% over 30 days.
Across 4 events at $50,000 each, you are leaving an estimated $476,000 in pipeline on the table annually.
That's not a follow-up problem. That's a strategy problem.
| Tier | Deal size | Touches | Timeline | Stakeholders | Credibility markers | Close rate |
|---|---|---|---|---|---|---|
Small | Under $15,000 | 4 | 4–6 weeks (one conference follow-up cycle) | 1 | 1–2 (case study or testimonial) | 25% |
Mid-market Your tier | $15,000 – $75,000 | 7 | 8–12 weeks (gap between two events, e.g. AHRI to HR Tech Fest) | 3 | 3–4 (case study, reference call, proof of ROI) | 15% |
Enterprise | Over $75,000 | 12 | 3–6 months (full annual circuit) | 6 | 5+ (multiple references, exec sponsor, ROI model) | 10% |
Sources: Stirling Marketing client data · 6sense 2025 B2B Buyer Experience Report.