How ConnexFM Used Backtrack to Turn 2,000+ Conversations Into Actionable Event Intelligence

The Challenge

Event organizers have always operated with incomplete information which makes rebooking an event hard.

Post-event surveys capture only the people willing to respond. The loudest attendees shape perception. Suppliers leave with anecdotal feedback. Organizers are left guessing what actually happened inside hundreds or thousands of meetings.

For ConnexFM Annual 2026, the team wanted something different:

Real visibility into buyer & supplier conversations, engagement, and meeting outcomes at scale.

Backtrack was deployed across the event to capture meeting intelligence in real time.

The Results at a Glance

• 2,099 total meetings captured
• 72.2% of meetings showed high deal potential
• 1956 meetings had next steps in motion

The Organizer Breakthrough

For the first time, ConnexFM leadership could move beyond assumptions and actually understand what happened inside meetings.

“This is the first time that we as the event organizers have ever really gotten an inside look as to what the discussions are. We’re more observers, and so this information is very valuable and will be great to share with our board.”
— Terry O’Neil, VP of Global Events

Instead of relying on anecdotal feedback, ConnexFM had access to real conversation intelligence, trends, objections, attendee sentiment, and meeting outcomes.

From Anecdotes to Evidence

Traditional event feedback has a major blind spot: extremes dominate.

People who loved the event say so.
People who hated it say so.
Everyone else? Usually silent.

Backtrack changed that.

“There’s always a handful of people that will come and tell you, ‘I loved it’ or ‘I hated it.’ But being able to see what the majority of people say… and actual transcripts about things they liked and didn’t like… is really valuable.”
— Corinne Dwyer, Senior Director, Global Meetings & Events

ConnexFM gained visibility into real attendee sentiment that never would have surfaced through surveys alone.

Data That Validated Event Decisions

Backtrack also helped organizers confirm whether assumptions were true.

One example: concerns that attendees weren’t properly using meeting timers.

The data showed otherwise.

Average meeting time came in at 2.6 minutes, closely matching the intended format.

“The average time being 2.6 does relieve a few grumbles that we had… Clearly they actually were using timers in one way or another.”
“Having statistics to back up decisions helps validate what worked and where we need adjustments.”
— Ginger Hayward, Director of Global Meetings & Events

Instead of reacting emotionally to isolated complaints, ConnexFM could make decisions backed by evidence.

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Unexpected Strategic Insights

Backtrack surfaced patterns that went beyond event operations.

For example:

Seller talk-time strongly impacted outcomes

Analysis showed seller-dominated meetings consistently performed worse among qualified new opportunities.

Key finding:

~6.6% more seller talk time correlated with a full letter-grade drop in meeting quality.

That insight creates value not just for organizers, but for exhibitors looking to improve performance.

The Bigger Shift

ConnexFM didn’t just get event analytics.

They got something event organizers have historically never had:

Direct visibility into the conversations that define event ROI.

That changes:

• Board reporting
• Sponsor reporting
• Event design decisions
• Attendee experience optimization
• Meeting format validation
• Future event planning

Final Takeaway

Backtrack transformed ConnexFM from observing the event… to understanding it.

Because the future of events isn’t just counting attendance.

It’s understanding what actually happened inside the conversations.