EpochX · Pipeline & Attribution
Event marketing attribution that connects outreach, attendance, and pipeline activity in one view. Sales sees where to follow up, and marketing sees what each event contributed to pipeline.
A full room doesn't necessarily mean a successful event. To understand the business impact, you need to look beyond registrations and attendance.
Here are five metrics that help B2B event marketers measure success:
A common revenue-based calculation is:
Event ROI (%) = [(Attributed revenue − Event cost) ÷ Event cost] × 100
For example, if an event costs $10,000 and is credited with $30,000 in closed-won revenue, its revenue-based ROI is 200%.
Keep in mind: influenced pipeline isn't the same as revenue generated. A $100,000 opportunity associated with your event doesn't mean the event generated $100,000 in revenue. The deal may still be open, and other marketing and sales activities may have contributed.
To make your reporting consistent, define which interactions count (such as attendance, vs. registration), how opportunities are connected to attendees, and how much credit an event receives.
Both Salesforce's Campaign Influence and HubSpot's attribution reporting use attribution models to determine how marketing interactions receive credit.
Industry context: Forrester’s 2025 State of B2B Events findings report that more than 90% of teams prioritized attracting the right audience, measuring ROI, and improving post-event follow-up.
Talk to our team about how EpochX would fit your events, your CRM and the attribution rules you already use.
One event, one pipeline view
Connect HubSpot or Salesforce once. EpochX reads the contacts, accounts, and opportunity context your team already maintains.
HubSpot or Salesforce
Contacts & accounts
Open opportunities
Custom objects
EpochX
Audience & outreach
Attendance & engagement
Pipeline attribution
Registrations and attendance resolve to the right contacts and accounts, giving your event marketing attribution a consistent account-level foundation.
Northstar account
Tier 1 · Open opportunity
Registered
3 contacts
Attended
2 contacts
Joined roundtable
1 contact
Opportunity advanced
$240K
See accounts engaged, sourced and influenced pipeline, and your event pipeline attribution in one view, alongside where follow-up should focus.
Event impact
Demo data
24
Accounts engaged
$420K
Sourced pipeline
$1.8M
Influenced pipeline
7
Follow-ups due
Follow-up priority
Accounts with active opportunities
The measurement gap
90%+
of B2B event teams prioritize attracting the right audience, measuring event ROI, and improving post-event follow-up.
38%
of CMOs say their organization’s events are performing well.
EpochX connects outreach, registration, attendance, and engagement with the account and opportunity context directly from your CRM. This gives you one view of who engaged and how those accounts relate to pipeline.
Reporting lives in EpochX, where you can see accounts engaged, event activity, and sourced or influenced pipeline in one view.
EpochX integrates with HubSpot and Salesforce.
EpochX reads CRM context live when you build the event audience, so attribution starts with the contact and account data in your CRM in real time.
Yes. EpochX connects event activity to the relevant accounts and opportunities so you can report on sourced and influenced pipeline from your events.
Yes. You can tell EpochX how your team defines sourced and influenced pipeline, including sales-cycle length, event type, and which outcomes matter most. EpochX then applies that logic when surfacing event attribution and pipeline data.
