Detect event attendance and engagement your CRM never captured
Even when your CRM has no accurate record of who engaged with an event, Upside can forensically reconstruct it from the unstructured signals already in your systems: emails, call transcripts, and meeting invites. An email that says 'great to see you yesterday at the event' becomes evidence someone was there, and Upside completes the campaign your list upload missed.
Go beyond simple campaign metrics. Measure influence from every angle.
Events can source deals, but they can also influence existing ones. Upside helps your team report the full contribution in plain terms: deals that were created, deals that moved forward, and deals that were influenced across the buying group. Enough to truly understand the impact your event had, and to confidently know you made the right call.
Trace event influence beyond the people in the room
The true influence of an event goes beyond who registered. Attendees become champions, champions refer friends, and second-order pipeline shows up months later at companies that never sent anyone. Use the Upside MCP to follow that chain, attendee to champion to referral to new deal, so events get credit for everything they set in motion.
Know if sales followed up on every event lead
Events show a large payoff when leads get worked. Use Upside to see which attendees got follow-up, how fast, and from whom, which high-intent attendees are still waiting, and whether the people who showed up matched your ICP in the first place. The budget conversation should include execution, not just attendance.
Know who to invite next
Use Upside to build invite lists that maximize pipeline: buyers who are in-cycle, match your ICP, and haven't been invited recently. The same approach surfaces speaker candidates, customers who use the product and have positive sentiment on calls, without a week of manual research.
Compare event performance side by side
Create a list view that compares the performance of every event. Whether you're deciding format, location, duration, or which cities to invest in, you can quickly see what's working and what's not for your specific market.
Graphite restarted their entire event program after Upside proved events fuel the referral flywheel behind 53% of their deals.
"We stopped doing events because we didn't have data saying they were impactful. With Upside, we can see events are actually a massive flywheel for our business."
Ethan Smith, CEO & Founder
Read Graphite case study →What you get when event attribution actually works
Justify event budget with real ROI, not gut feel
See each event's full pipeline contribution, including the deals it assisted and the champion relationships it set in motion. The kind of data the CFO asks for when event season approaches.
Shift spend from underperforming formats to what works
Compare dinners to webinars to conferences fairly. Cut what doesn't move the needle. Double down on the formats that actually drive pipeline for your specific GTM motion.
Capture the full impact, direct and indirect
Events drive pipeline both from attendees who convert directly and from the champions and referrals they set in motion. Use Upside to capture the full picture so you understand the true impact and influence of every event.
What our customers say
“I had the data to make the case: double down on events. We could see the impact these conversations were having on our bottom line and made the case to invest more in events and even hire a second events marketer.”
Lindsey Marymont
Head of Demand Generation · Assembled
“This level of granularity was simply not feasible before. We can compare, like, do we have better luck in New York vs. Minneapolis. Is it worth going back to Minneapolis next year?”
Charlie Flanagan
Head of GTM Ops · Dscout
Questions? Answers.
How is this different from our event platform's reporting?
What if our campaign membership is incomplete?
Can Upside detect event influence beyond who got scanned?
Can I see which events created champions who later referred deals?
Stop guessing whether events work
See your real event ROI on your own data in a 30-minute walkthrough.