You need a way to get analytics on which event is providing high-value customers. That means tracking leads, and getting those leads into your sales funnel. The

You need a way to get analytics on which event is providing high-value customers. That means tracking leads, and getting those leads into your sales funnel. There's a reason Salesforce leads in this field, but even having a spreadsheet full of contacts after the event that you follow up with might be enough to validate your pipeline hypothesis. That said, this is going to be a rough season for in-person events.