- Create a form and landing page for the event.
- Associate each event and form with a campaign -- this will help you track prospects who sign up and provide their email address at that event.
- Be sure to activate Kiosk/Data Entry Mode on the form when using it for events so that it won't cookie information when many people will be signing up in the same session.
- Associating each event with a Pardot campaign will let you calculate and report on the cost of acquisition for each lead by viewing Reports tab > Campaigns. Enter the event cost as the campaign cost, and the ROI will then be calculated based on how many leads are generated at that event. If you use Salesforce, this article can help you leverage ROI reporting with Salesforce and Pardot.
Best Practices: Using Pardot at Trade Shows
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