April 24, 2018
By Julie Haddix

As events continue to grow in popularity, they’re earning a larger slice of marketing budgets. Forrester Research reports that roughly 25 percent of the average B2B marketing budget goes to events, underscoring their value and impact. As the modern marketing mix evolves to a blend of digital strategy, technology, and systems, many still view events as outside the integrated marketing sphere. This is where event technology can help.

Incorporate Technology into Events

The best route to making events part of the integrated marketing mix is to incorporate technology into your live events so that they become part of your overall digital arsenal.

Conferences, sales meetings, and other events create multiple in-person touchpoints to help speed sales. And, the right event technology can help capture attendee data and insights across the full lifecycle of an event, from registration to onsite activity, survey responses, and the sales process.  Unfortunately, many organizations are not set up to use this data. That means that they're missing out on rich insights and customer relationships.

Power of Live Events

Live events help improve prospect profiling and lead scoring by supplying missing information to round out buyer profiles. To start, blend live event data with known information about attendees from online interactions and social engagements. You will create richer experiences for attendees while providing data for event managers and marketers to help build tighter customer bonds.

Bridging the Divide

Define the Right Data to Collect

Some events offer opportunities to collect more information than others. Know your events and the event lifecycle to collect the right information at the right time.

Align Internally

Marketing and sales need to align with events to maximize leads. This ensures collecting the right information at registration on through to onsite engagement tracking at events.

Break Down Barriers

Events should be thought of as a touchpoint within an integrated set of marketing tactics and programs that map to the buyer's journey.

Harness Technology

Integrating the data captured from your event into Marketing Automation Tools and CRM systems opens a new world for event planners and marketers. Strategic integrations provide a 360-degree view of attendees so that you can refine and personalize event experiences to accelerate buying. Build rich event data into your existing systems to determine how events drive key behaviors. This insight ties event investments to revenues, providing a clearer read of data’s impact on marketing.

For more information, see The Power of Live Event Data.

Julie Haddix

Julie Haddix

Julie Haddix is the Director, Enterprise Marketing for Cvent, Inc. She has worked for Cvent for 12 years helping to build the company’s Enterprise sales and marketing divisions, including its approach to Strategic Meetings Management. Julie has also been a part of the planning team for Cvent CONNECT, Cvent’s annual user conference, which has grown from 150 to 3,000 people in five years, leading the event marketing and content development efforts.

Outside of work, Julie is learning a new role, Mom, to Christopher, and enjoying the daily challenges that job brings.

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