Beagle

For marketing and event managers

Know which shows earn their budget, and prove it.

Events are one of the biggest lines in many marketing budgets and one of the hardest to measure. Beagle turns every show into cost per lead, pipeline and won revenue you can put in front of finance.

Northstar Mobility

Team dashboard · 2026

Sample data

Shows compared

3

Total cost

£9,250

Cost / conversation

£108

Weighted pipeline

£126k

By show

Cost in, value out, per show.

ShowCostConvosOppsPipelineWon
Clean Fleet Expo

ExCeL London

£3,2003412£58k£18k
Mobility Leaders Summit

NEC Birmingham

£3,650299£42k£15k
Commercial Logistics Week

NEC Birmingham

£2,400236£26k£8k

Clean Fleet Expo produced the strongest pipeline and most opportunities. Mobility Leaders Summit delivered the lowest cost per qualified conversation.

Sound familiar?

Why next year's show budget is often a guess

  • Leads arrive late, half-complete, or neverYou can't attribute anything to the show
  • Every rep captures differentlyData from one show can't be compared with the next
  • You know what a show cost, not what it producedEvents look like a cost centre at budget time
  • Next year's calendar is decided on gut feelMoney keeps going to shows out of habit
  • You've never tested a show before exhibitingA full stand gets booked on hope
  • The post-show report takes a week to buildBy the time it's ready, nobody's reading
  • Team cards are out of date or off-brandFirst impressions don't match the brand you've built

What changes with Beagle

Before, on the day and after

Before the show

  • Give each show objectives, lead targets, planned staff and budget.
  • Name the company types you're hunting, so every capture is judged against them.
  • Issue team digital business cards with QR codes.

On the day

  • Every capture uses the same fields and tags, whoever makes it.
  • Watch conversations build against target as the floor is worked.

After the show

  • Open the review pack: plan vs actual, ROI, debriefs and follow-ups. Print or save as PDF.
  • Cost per conversation and per qualified lead, from real attendance cost.
  • Reconcile won and lost opportunities weeks later.
  • Give each show a verdict and carry the target list forward.

In detail

From show day to budget meeting

01

Cost per lead you can defend.

Attendance cost, including staff time, divided by qualified conversations. Example: a show costing £3,000 that produced 30 qualified conversations works out at £100 per qualified lead.

Sample data
  • Attendance cost£3,000
  • Qualified conversations30
  • Cost per qualified lead£100

02

Every show, side by side.

Cost, conversations, opportunities, pipeline and won value per show, on one scorecard.

Sample data
  • Clean Fleet Expo£94 per lead
  • Mobility Leaders Summit£126 per lead
  • Commercial Logistics Week£104 per lead

03

The review pack, done.

One page for the debrief meeting, not a week of spreadsheets. Print it or save it as a PDF.

Sample data
  • Plan vs actual28 of 30
  • Opportunities12
  • Follow-ups done16 of 18

04

Next year's calendar, decided on evidence.

Give each show a verdict, compare results, and shortlist what to book again.

Sample data
  • Clean Fleet ExpoRebook
  • Mobility Leaders SummitVisit only
  • Commercial Logistics WeekReview

05

One brand on every card.

Digital business cards shared by QR code. No reprints when someone changes role.

Sample data
  • CardRep A · Account Manager
  • Shared byQR code
  • UpdatedInstantly

The playbook

How strong marketing teams run an event calendar

Give every show a job

Brand, pipeline, partners and research are judged differently.

In Beagle: Goals per show

Set targets before booking travel

It changes who you send and how many.

In Beagle: Lead targets and planned staff

Count every cost, including staff time

Tickets alone flatter every show.

In Beagle: Attendance cost per show

Standardise capture

You can only compare what you capture the same way.

In Beagle: Shared fields and tags

Scout before you exhibit

Walk a show as visitors before committing to a stand.

In Beagle: Visiting and exhibiting in one workspace

Close the loop at 90 days

Pipeline is a promise; won value is proof.

In Beagle: Reconciliation

Rank the calendar once a year

Budget follows results, not habit.

In Beagle: Show verdicts

What you can measure

The numbers a marketing manager gets

  • Total attendance cost
  • Cost per conversation
  • Cost per qualified lead
  • Pipeline value
  • Won value
  • ROI per show
  • Company type mix vs target
  • Follow-ups completed

Questions

Questions marketing managers ask

Does cost include staff time?
Yes. Add staff time alongside tickets, travel and stand costs so every show is judged on its full cost.
Can finance see the numbers?
Yes. Share the PDF review pack or export opportunities to CSV.
Can I compare events with digital channels?
Beagle gives you cost per qualified lead per show. Put it next to your own channel figures.
Does it work if we only visit shows?
Yes. Visiting and exhibiting teams use the same workspace.
Who owns the data?
The business. Captures stay in the company workspace, and people removed from the team lose access.

Tools and reading

Build your business case

Put every show on the same scorecard.

Beagle Team works out cost per lead for every show from your team's captures.