Dallas – September 22, 2026 -- Captello has launched Event Revenue Intelligence, a platform capability that traces closed B2B revenue back to individual badge scans rather than program-wide averages, aiming to close a measurement gap that has left event budgets undefended for decades.
Trade shows drive 33% of new business but 79% of leads get no follow-up
Trade shows generate 33% of new business annually, according to research cited in the Lead Capture Playbook, yet 79% of event leads never receive follow-up, per CEIR data via 391 Advantage. An EMS25 white paper found 58% of event marketers report losing leads to inefficient capture and 47% struggle to integrate event data into CRM systems, while 73% now rank analytics and reporting as the top lead-capture priority.
Digital channels report cost per opportunity and pipeline contribution; events have historically reported scans and booth traffic. Captello CEO Ryan Schefke said the platform ties revenue to specific deals, reps and conversations, shifting events from "a cost center with a good story" to a measurable revenue channel.
Platform links pre-event data, CRM attribution and unified analytics into one system
Event Revenue Intelligence spans four capabilities: Pre-Event Intelligence, which maps attendees against clients and competitors using a 5-Layer Enrichment Engine and a network of 125+ data providers at up to 98% match rates, cutting an average of 40+ hours of manual prep per event; ROI Attribution, which connects captured leads and meetings to closed revenue through 9,000+ system integrations and 300+ registration-platform integrations; Revelation, a unified analytics view benchmarking events, teams and regions; and CapChat, a query tool that verifies answers against live records. Capture runs through IntelliScan, which auto-detects badges, business cards, QR codes and LinkedIn codes offline.
Case data shows 94 meetings, 7,110 leads and $250,000 in incremental revenue
A global industrial manufacturer booked 94 of a 100-meeting goal with zero scheduling conflicts and roughly 100% meeting-space utilization against a 60%-70% industry average, cutting administrative workload more than 60%. A global heavy-equipment manufacturer captured 7,110 leads at a single construction trade show. A global media-technology show organizer captured 195,947 leads across its exhibitor base and generated more than $250,000 in incremental license revenue in its first year.
Captello VP of Marketing Brad Froese said the company's own program measured $141.10 cost per lead against $13,323.23 revenue per lead, tracked end to end to specific badge scans.
Show organizers gain tools to price lead capture as a revenue line
Organizers can use the platform to benchmark editions and floor zones against each other and package lead capture as a revenue line rather than an amenity, using exhibitor results as renewal evidence.
Event Revenue Intelligence is available now to Captello customers. The platform carries SOC 2 Type II, ISO 27001 and GDPR compliance, supports enterprise SSO, and operates in up to 75 languages.