Customer events are not prospecting campaigns, so measuring them by leads alone misses their real business impact. The better questions are whether customers become more loyal, engage more deeply, and strengthen their relationship with your brand.

Inside this episode:

✅ The customer-event metrics that reveal more than attendance and satisfaction scores

✅ How attendee-versus-nonattendee comparisons can uncover revenue, retention, and participation trends

✅ Why host books, peer interaction, and voice-of-customer sessions lead to more meaningful connections

Ashley Claborn (Senior Manager, Events & Incentives at Lennox Residential HVAC) joins Matt to explain how customer feedback, attendee data, and thoughtful interactions can reveal an event’s influence on loyalty, retention, and business growth.

From comparing attendees with similar non-attendees to preparing internal teams with meaningful customer insights, this conversation offers a smarter way to define success.

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Connect with Ashley Claborn
LinkedIn: https://www.linkedin.com/in/ashleyclaborn/

Connect with Matt Kleinrock
LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/
Company: https://rockwayexhibits.com/

🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined