Events are no longer side projects. They’re the engine of business growth. Events are the most effective marketing channel, with 78 percent of marketers confirming their impact on company growth and revenue.
When you put event led growth at the center of your go to market strategy, you turn real, in-person meetings into pipeline and revenue you can directly attribute.
Vendelux makes this practical. You see confirmed attendee data, match ICP accounts to upcoming conferences, executive dinners, and hybrid events, then automatically book meetings that your marketing team and sales team can measure in Salesforce or HubSpot. Meetings first, then pipeline, then revenue.
TLDR: Key Takeaways
- Event led growth turns events into a primary channel, not a campaign. Tie every program to business goals, lead generation, win rates, and company revenue.
- Move beyond traditional event metrics like mere attendance. Directly attribute events to opportunities created, velocity gains, and revenue influenced.
- An event led growth strategy blends in person, virtual, and hybrid events to maximize reach while keeping a meetings-first scorecard.
- Use event data from registration and engagement to build data-driven event programs that you can measure, learn from, and scale across future events.
- ELG connects with sales led growth and product led growth so your go to market motions reinforce each other.
- Platforms like Vendelux help marketing teams host with confidence, find prospective buyers, and prove outcomes with clean attribution.
What event-led growth is, and why it wins
Two-thirds of teams, 67 percent, say they already run an event led approach in their go to market strategy.
ELG is a transformative strategy that positions events as the primary channel for acquiring and retaining customers. It focuses on business impact:
- Lead generation that puts qualified leads into your funnel.
- Win rates that improve because buyers meet you in person.
- Customer engagement that strengthens loyalty and advocacy.
ELG aligns with sales led growth and product led growth so you can scale across motions, not just channels.
Move beyond traditional event metrics
Headcount is not event success. It is a vanity input. ELG replaces attendance with outcomes:
- Lead generation and conversion to stage progression.
- Win rates and time to close after meetings.
- Directly attribute events to pipeline and revenue with CRM multi-touch and position-based models.
86 percent of teams following ELG say they can directly connect events to company revenue.
93 percent of companies running ELG report they consistently achieve their revenue or pipeline targets.
That is how events become your most effective marketing channel for business growth.
Build your ELG strategy
1) Define objectives and audience with market research
Set clear objectives, expansion, acceleration, or net-new. Pair event goals with market research to target prospective buyers and potential customers in your ICP.
2) Mix formats to meet buyers where they are
An elg strategy should combine in person, virtual, and hybrid events. In person drives late-stage momentum. Virtual extends reach. Hybrid keeps more events active across the calendar while protecting measurement.
3) Align with your marketing strategy
Connect ELG to email, social, paid, and community so hosting events amplifies everything else. Build authentic experiences that your audience values, then route interest to scheduled meetings.
4) Build data-driven event programs
Collect event data from registration forms and engagement tracking. Treat programs as a sequence, not a one-off. Research shows B2B buyers are roughly 70 percent through their purchase journey before engaging with sales, and in 80 percent of cases buyers make the first move to connect.
Use that signal to design the next stage of outreach and follow-up.
Measuring what matters in ELG
Create a scorecard the business trusts. You will measure success across:
- Meetings requested, accepted, and held.
- Opportunities created, win rates, and revenue influenced.
- Retention and expansion outcomes for your customer base.
- Content engagement and session interactions for hybrid events.
Replace “did people attend” with “did the program hit our business goals.” Use event data to iterate your event programs and strengthen results across future events.
How ELG transforms your GTM
When events sit at the center of your go to market motions, the impact compounds.
- Marketing teams drive building brand awareness that converts to qualified leads.
- Sales meets warmer prospects, lifts win rates, and shortens cycles.
- Customers get authentic experiences that build trust and loyalty.
ELG is not just more events. It is a system where you directly attribute events to pipeline and revenue, then repeat what works.
Where Vendelux fits
Vendelux is the event intelligence plus meetings automation platform for event led growth.
- Match your ICP to upcoming events. Find the exact attendees, by account and role, who matter.
- Use confirmed attendee data. No guessing. Know who will be there.
- Automatically book meetings. Outreach runs so your calendar fills before you land.
- Push to CRM. Track event-sourced and event-touched revenue in Salesforce or HubSpot so finance sees clear attribution.
Teams using Vendelux book 6x more meetings versus manual outreach, with a 3.5 percent positive response rate vs 1.5 percent industry and a 2.3 percent meeting rate vs 0.4 percent. That is ELG, operationalized.
Proof points that matter
- Most effective marketing channel, events, cited by 78 percent of marketers as driving company growth and revenue.
- ELG adoption, 67 percent of teams already run event led approaches.
- Buyer behavior, roughly 70 percent through the journey before sales, 80 percent of the time buyers make the first move.
- Revenue connection, 86 percent of ELG teams connect programs to revenue.
- Outperformance, 93 percent of companies using ELG hit revenue or pipeline targets.
Use these benchmarks to set expectations, then prove your own impact with clean data.
Frequently asked questions
How is event led growth different from running more events
ELG treats events as a primary channel in your go to market strategy with clear objectives, a meetings-first scorecard, and direct attribution to revenue, not just attendance.
What metrics prove ELG works
Meetings held, opportunities created, win rates, revenue influenced, retention, and expansion. Track by program, audience segment, and format, in person, virtual, hybrid.
How do we connect ELG with sales led growth and product led growth
Use events to source and accelerate pipeline, then pass qualified leads to sales with context. Pair trials or product showcases with scheduled meetings to raise conversion.
What role does event data play
Registration, engagement, and meeting outcomes feed your event programs. Use this to iterate content, target accounts, and measure success across future events.
How does Vendelux make ELG easier
Vendelux finds the right attendees, books meetings automatically, and attributes pipeline in your CRM so you can directly attribute events to company revenue.
Book a demo
Ready to make event led growth your competitive advantage. Book a demo to see how Vendelux turns confirmed attendee data into booked meetings and ties every event to pipeline and revenue.
