Tradeshow ROI Calculator

Pre-event pipeline forecast and post-event return on ad spend

Pre-Event Pipeline Forecast

Lead inputs

Conversion assumption

15%
10% conservative20% optimistic
Industry avg 5–10% — ICP focus drives this above benchmark
Qualified pipeline 30 opportunities
Expected closed 11 at 35% close rate
Projected revenue $525K at avg sale

Conversion funnel

1
Total contacts 200
2
Qualified pipeline 15% conversion 30
3
Closed revenue 35% close $525K

Why 10–20% is a strong lead-to-pipeline benchmark

The typical tradeshow lead converts to qualified pipeline at roughly 5–10% industry-wide. Contractor-focused events target a tightly defined ICP, so contacts arrive largely pre-qualified by attendance.

ICP precision eliminates wasted outreach. Speed to lead — follow-up within 24 hours materially improves qualification rates. Channel-matched nurture built around contractor pain points closes the gap.

ICP-matched audience 24hr speed to lead Targeted nurture
Post-Event Return on Ad Spend

Revenue assumptions

40%
10%80%
8%
0%20% of closed revenue

Event costs

Lost productivity

days
Daily rate = annual salary ÷ 250 working days
Return on Ad Spend
4.2×
$1 invested returns $4.20
Rating
Strong

ROAS breakdown

Closed revenue$525,000
Gross profit (40% margin)$210,000
Less: sales commission (8%)−$42,000
Less: event / sponsorship−$5,000
Less: travel−$2,000
Less: lost productivity (3 days)−$1,500
Total event cost$50,500
Net profit after costs$159,500

Fixed assumptions

35% pipeline close rate 250 working days/yr ROAS = gross profit ÷ total cost