The Leads-to-Meeting (LTM) Metric
The core metric B2Brain uses to measure event performance, and how to read it.
Leads-to-Meeting (LTM) is B2Brain's headline metric for event ROI — the share of qualified leads captured at an event that convert into a scheduled follow-up meeting.
LTM (%) = (Meetings Scheduled ÷ Total Qualified Leads Captured) × 100
LTM exists because lead count alone doesn't tell you whether an event generated real pipeline. Two exhibitors can both scan 300 badges and have very different outcomes depending on how many of those conversations turned into an actual next step.
Why on-the-spot booking matters
Conversion probability on a lead drops sharply the longer follow-up is delayed — highest immediately after the conversation, and much lower after several days have passed. That decay curve is the reasoning behind booking the meeting at the booth rather than relying on a follow-up email sent later.
Using LTM in your own reporting
LTM is designed to sit alongside your other pipeline metrics — track it per show, per rep, and per vertical to see which events and which reps are converting conversations into meetings most effectively, and use it to guide next year's event calendar.
