How to evaluate a show

Not every hosted buyer event is worth attending. The shows that generate real ROI are the ones run by organizers who take accountability seriously — and who can prove it.

• Look at who else is sponsoring — similar sponsors signal the audience has been vetted
• Ask the organizer directly: "What's your retention rate?" — A-shows will answer confidently
• Ask for ROI examples from past sponsors by name and company, not anonymous testimonials
• Red flag: organizers who only reach out when they need money. Every conversation ends with "buy something."

The retention test

Ask any organizer what their sponsor retention rate is. If they don't know the number immediately, that tells you something important about whether they track results at all.

Find similar sponsors

• Research which companies in your space have attended before
• Reach out to past sponsors directly — ask about their experience and ROI
• Competitors attending is a strong signal the event has been vetted