Field and partner marketers continue to invest heavily in events such as webinars, field dinners, roundtables, and executive summits, but many still struggle to answer the critical question:
Did this event create pipeline or revenue? Did it influence deals at all?
This isn’t just a reporting problem; it’s a credibility challenge. When the primary metrics you can share are registrations and attendance, you’re underselling the strategic value of your most impactful marketing programs.
According to the 2025 RevSure Marketing Attribution Report, only 8% of marketing teams use AI-based attribution to measure whether events drive pipeline or contribute to closed-won revenue. In other words, the vast majority of teams are missing crucial visibility into event effectiveness.
Why Traditional Event Attribution Falls Short
Most attribution systems still revolve around first-touch, last-touch, or simple form-fill logic. While these methods are straightforward, they fail to capture critical dimensions of modern B2B buying behavior, including:
- Anonymous pre-event engagement
- Multi-threaded buying committees within accounts
- Post-event sales interactions
- Acceleration of deals after meaningful conversations at events
RevSure’s research shows that 54.5% of marketers still primarily measure event success based on attendance numbers or basic follow-up metrics. This leaves a significant portion of the event-driven pipeline invisible, making it difficult to demonstrate revenue impact clearly.
As a result, event reports often look busy but fail to resonate with executive teams focused on revenue.
What AI-Powered Attribution Does Differently
AI-powered attribution provides visibility far beyond surface-level interactions, capturing complex buyer journeys across multiple channels, personas, and stages, which is essential for accurately measuring today’s nonlinear B2B purchase paths.
1. Tracks Anonymous and Multi-Touch Behavior
AI integrates buyer signals from websites, email campaigns, CRM platforms, intent data providers, and event interactions, even if the attendee never submits a form. This creates a comprehensive engagement profile rather than simply counting registrations.
2. Unifies Engagement Across Buying Committees
RevSure’s AI-driven attribution maps activity from multiple stakeholders within the same account, clearly highlighting how each event touchpoint contributes to deal progression. It’s not about single contacts—it’s about collective influence.
3. Surfaces Hidden, Net-New Pipeline
AI uncovers pipeline sourced or accelerated specifically because of events, revealing opportunities that traditional attribution would miss entirely. This gives marketers the clarity needed to justify continued investment in strategic programs.
4. Measures Event Impact on Pipeline Velocity and Conversions
Beyond simply identifying leads, RevSure measures whether events shorten sales cycles, improve conversion rates, or boost pipeline health at critical stages, enabling marketers to optimize future programs strategically.
Why This Matters Now
Today's buyers expect a seamless, multi-touch, multi-channel journey. Events represent a critical human interaction that digital channels alone can't replicate. Yet traditional attribution often ignores this complexity, undermining marketers' ability to prove event impact confidently.
Industry analysts, including those from Goldcast, agree that event marketers must now align their metrics to revenue intelligence, not just top-of-funnel activity. Executives want definitive answers to questions like:
- Which events consistently create pipeline?
- Which event formats accelerate deal velocity?
- How does event engagement tie directly to revenue impact?
Without AI-based attribution, these questions remain difficult to answer convincingly.
What Leading Teams Do Differently
Insights from over 60 GTM leaders captured in RevSure’s report highlight several key behaviors of top-performing teams:
- Align event metrics directly to pipeline creation and revenue influence
- Forecast pipeline contribution using predictive insights from post-event engagement patterns
- Deploy AI-driven, full-funnel attribution models to precisely measure event influence and acceleration
- Integrate data from CRM, marketing automation, and sales engagement platforms to form a unified view of the buyer journey
In short, these teams aren’t just collecting data, they're connecting and leveraging it.
From Activity-Based Reporting to Revenue Attribution
This shift from activity-based reporting to revenue-focused attribution is precisely where RevSure stands out. With RevSure’s AI-driven attribution, marketers can:
- Clearly attribute pipeline and revenue to specific programs, even if leads weren’t explicitly captured at events
- Predict which accounts and opportunities will enter pipeline post-event
- Visualize the direct influence events have across the entire funnel
- Position marketing as a strategic revenue partner, rather than a reactive support function
Ready to Uncover the Pipeline You’ve Been Missing?
Explore the full findings in the 2025 Marketing Attribution Report to discover why most attribution approaches fall short and how RevSure is enabling marketers to finally connect their events directly to revenue.
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