In today’s B2B event landscape, ROI is a term that is both ubiquitous and increasingly inadequate. For decades, exhibitors measured success by headcounts, booth traffic, and lead volumes. But as budgets tighten, expectations sharpen, and measurement tools evolve, the metrics that once symbolised value no longer reflect it. The result is an industry still talking about ROI, but often measuring the wrong things.
According to Freeman’s 2024 Exhibitor Trends Report, proving clear ROI “has been a challenging task for event organisers,” largely because few can see the full sales pipeline or true post-event conversion impact. Meanwhile, research from Nunify reveals that only around 23 percent of companies can effectively track ROI from their events, suggesting that most organisations cannot reliably connect event participation with business results.
Together, these findings point to more than a measurement gap; they highlight a fundamental shift in how success is defined. True value now lies not in the quantity of interactions, but in the quality and the outcomes they produce.
The modern exhibitor is asking new questions. Instead of “How many people stopped by the stand?” they want to know “How many real opportunities began there?” Today’s event professionals expect post-event data that connects conversations to conversions, not just activity reports and badge scans. As the Cognizant Exhibition Industry Report notes, organisers are “struggling to deliver what exhibitors demand: better metrics for demonstrable ROI, personalised experiences, and high-quality connections.” The message is clear: the industry’s definition of success must evolve from counting impressions to creating measurable impact.
Traditional exhibitions built around footfall and visual presence are under growing pressure to prove tangible business outcomes. Value now comes from precision. This means meetings that are pre-qualified, schedules that reflect buyer intent, and data that integrates seamlessly into CRM systems and sales pipelines. The most effective events no longer just generate exposure; they create measurable business momentum and long-term relationships.
M&I Expo provides exhibitors with post-event data that quantifies ROI, not just impressions. Every meeting is curated, every buyer is pre-qualified, and each exhibitor receives actionable insight into the quality and outcomes of their interactions.
Exhibitors can track the level of networking their sales representatives conduct beyond the booth and receive a full lead download of all contacts made, complete with detailed meeting notes.
Buyer preference tracking provides a deeper understanding of the level of interest each partner receives from MICE buyers, offering a true measure of engagement and opportunity.
The ROI achieved at our traditional M&I Forums – with exhibitors averaging six RFPs per event – makes it a natural evolution to apply this proven model to the MICE exhibition format.
© M&I is part of Worldwide Events Group Ltd, which includes PLE, 1st Floor, 5-7 Marshalsea Rd, London, SE1 1EP
Affiliate company: White Label Travel
14-16 April 2026 | Abu Dhabi
American buyers
24 - 28 Feb | Austria
Foster new cross-continental business relationships
Global curators
29 Mar - 1 Apr 2026 | Italy
The ultimate event for luxury incentive travel
Open your property up to a new range of events and opportunities by taking advantage of an online assessment created by our event partner, Healthcare Venues, which will determine if your venue is capable of hosting healthcare meetings and events.
If your property passes, you’ll receive Healthcare Venue certification, verifying you to our buyer network as a specialist healthcare venue.
Tim Chudley
Managing Director, Sundial Group
