How to see ROI from your telecoms event marketing

How to see ROI from your telecoms event marketing

How to see ROI from your telecoms event marketing

Trade shows, like Mobile World Congress (MWC) and Connected Britain, are critical for telecoms, IoT, and tech businesses. They’re a prime opportunity to get face-to-face with global decision-makers, creating new partnerships that start with a handshake at your booth and end with your tech supporting millions of devices worldwide.

But here’s the thing: events cost money – big money. Between booking the stand, flying in the team, and running marketing campaigns, you’re already eating up your budget. And if you’re not thinking strategically, you’re wasting that investment.

Why go to the trouble of attending an event?

We hear from some businesses that they go to events because their competitors are there, not because they see decent ROI from attending. We think they’re missing a trick.

The answer is having the right strategy in place from the moment you book your stand or buy your ticket.

Attending industry events and trade shows can really pay off. The average reported ROI from attending an event is 4:1 (5:1 for Fortune 500 companies), and it takes 3.5 sales calls to close a lead from an event compared to 4.5 in the usual buying cycle.

Studies also show that 81% of attendees have buying power, so you’re getting your business in front of the people who count. Shows often lead directly to sales opportunities, with 46% of executive decision makers asking for a price quotation at the last show they attended. And meeting people in person helps nurture leads, giving you a foundation for further sales conversations after the event.

A smart trade show marketing strategy keeps your business top-of-mind long after the event is over, with 81% of event attendees recalling at least one exhibitor they visited up to six months later. You probably can’t say the same about that email you sent them six months ago.

The answer is having the right strategy in place from the moment you book your stand or buy your ticket.

Successful telecoms event marketing starts with strategy

To see these returns, simply turning up at your booth and hoping for the best won’t cut it. The ROI from events doesn’t come from your booth setup or just collecting leads. It comes from how you prepare, execute, and follow through.

So, how do you drive real business outcomes before, during, and after your event?

Pre-event: the strategic set-up

Don’t start with logistics, start with what you want to achieve. You’ve got to define your goal first. Are you there to shift the narrative around your brand? Secure high-value partnerships? Target a specific decision-maker or niche?

Your aim should be to meet the right people with the right message, so every conversation feels like a carefully crafted investment in your business’s future.

During the event: connection not gimmicks

Too many businesses rely on fancy booths and superficial gimmicks to get attention, but they’re missing the point. Events are about connecting with real people who are struggling with real problems. Focus on authentic conversations about the challenges your prospects face, and how your solutions can be transformative.

If your sales and marketing aren’t in sync at an event, you’ve already lost. Teams need to capture and act on these conversations in real-time. Measure success not by the number of leads, but the depth of the conversations you’re having and the actionable insights you walk away with.

Post-event: sustaining momentum

The event’s over, the stand’s packed away and your taxi’s booked. Now the real work begins. But this is where many businesses stumble, losing track of leads because their sales team are overwhelmed, and concentrating on logging leads rather than interrogating hard-won insights.

Follow-up emails are crucial, of course. So make them highly personalised, based on the specific problems you discussed – you’re building relationships, not chasing sales. Then rigorously analyse the results, tracking the quality of conversations and conversion rates, and refining your approach for your next event.

Why events matter

Telecoms events are a chance to tell your story, to show the world who you are and what you stand for. The ROI isn’t just in deals or surface-level engagement, it’s in long-term relationships, building trust, and establishing yourself as a leader in your industry.

Without a clear, deliberate strategy aligned with your long-term vision, you risk wasting a significant investment. You want to leave with more than a pocketful of business cards and some tote bags. Leave with credibility, influence, and future opportunities.

Image link

Thinking of attending an industry event in 2025?

We’ve created an events calendar to give you a head start on your planning. You’ll find all the key telecoms and IoT events, plus information on attendee demographics, location, and sectors covered. It’s got everything you need to plan your year, whether you’re investing in a stand or attending on the day.

Don’t miss your chance to get ahead in 2025 – download your events calendar today.

Get my events calendar
Image link
Lulah Ellender
Senior Copywriter

For Lulah it all starts with Story, whether that’s writing punchy website copy, creating compelling messaging, or crafting campaigns that deliver. Her previous clients include Credit Suisse, Victorinox, and Mann+Hummel.

Image link

Want the latest marketing insights straight to your inbox?

Share on
Related Posts
Image link

Want to get more from your marketing?

Every two weeks we share expert tips, curated picks, and industry insights to inspire your marketing and increase your impact.

No spam. Just useful stuff.

Send me insights

"Great, practical insights that help us get strategic – and see better results"