The 2025 Playbook for Doubling Your ROI From Events, Presented by Mobly

Did you know that the average human attention span is shorter than that of a goldfish? Most companies that exhibit at conferences and trade shows take 11 days to make their first follow-up attempt post-event, waaaaaaay past the threshold of holding someone’s attention, which is why Event ROI is lower than’s ever been.

Zach Barney co-founded Mobly with the goal of aligning event strategy and processes with human attention span. Join him to learn what he’s discovered over the years.

In this session you’ll learn:

• Which lead-capture and follow-up processes can help you make field events your top-performing marketing program
• How to hack events as an attendee when you don’t have the budget to exhibit
• How to truly measure ROI from events quickly and accurately