Many event teams find themselves running the event first and figuring out ROI later. But once the dust settles, data gaps appear, and everyone’s asking, “Wait… how are we proving the value of this?”
For Vimeo’s flagship event, REFRAME 2025, the team flipped that entire model. Instead of treating ROI as an afterthought, they built alignment, excitement, and measurement into the process from day one.
According to Maya Sykes, Director of Integrated Marketing, and Dani Daubaras, Senior Events Experience Manager, this shift not only changed how they approached the event but also how the entire company showed up for it.
Want the whole story? Read the full case study here.
A campaign within a campaign
Vimeo didn’t keep planning confined to the marketing or events team. Maya and Dani designed what they call a “campaign within a campaign”: an internal activation strategy that brought the whole company along for the ride.
“Dani and I would go to the company all-hands to talk about where we were on the project and get the whole company excited about it,” Maya explains. “And we would go meet with the C-Suite team to do the same thing. Because with the flagship event, it is not just Dani's event. It's not just my event. It's not just the marketing team's event. It’s a full company event.”
Because of that communication and transparency, the energy inside Vimeo was already building long before REFRAME kicked off.
As Dani put it, “Vimeo is very bought into this event in a way that I think is unique to the company. People are super excited about it. They all want to make it a very successful event.”
Building the data narrative
With the organization aligned, Maya and Dani shifted their focus to what would ultimately matter most: telling a clear and compelling story with data.
Instead of drowning stakeholders in metrics, their goal was to ensure that everyone, from executives to sales teams, could easily understand and use the insights.
“We look at ROI both from a qualitative and quantitative perspective,” explained Dani. “We always survey the people who come in-person and online, and we ask them for their opinion and feedback.”
When REFRAME 2025 ended, Maya and Dani held an internal retrospective meeting and packaged key insights for Vimeo’s CMO. Meanwhile, the CEO sent out a company-wide thank-you note that included high-level metrics, reinforcing the importance of the event and its impact across the business.
The real difference came from the hard data captured through Bizzabo and Klik Smartbadges™, Vimeo’s event management, and the onsite engagement ecosystem. With Bizzabo integrated into Marketo and then passed directly into Salesforce, Vimeo analyzed:
- Pipeline influenced
- Customer attendance
- Engagement patterns
- Onsite dwell time with Klik SmartBadges
The team also built a Tableau dashboard and used Bizzabo’s reporting and export options to share downloadable data with senior leaders so they could slice it however they wanted.
Because the data lived inside the tools Vimeo already uses every day, visibility wasn’t limited to the events team. Everyone had access.
The result: An event with clear ROI
By reframing how their organization planned, communicated, and measured their flagship event, Maya and Dani turned REFRAME 2025 into something bigger than a single event.
They showed that when an event becomes a true companywide effort, supported by clear data and proactive storytelling, ROI becomes obvious, not something you chase after the fact.
Ready to see what that could look like for your team?
Request a demo of Bizzabo and Klik SmartBadges to explore how we can support your next flagship event.
