January 21, 2020
By Felicia Asiedu

We are living in the midst of a digital revolution. Daily activities like booking a rideshare, ordering food, and shopping online are the norm. This goes for businesses too, that are transforming the way they operate through cloud software solutions for customers. There’s no debating that digital technology is now an indispensable part of our lives. Despite this furious pace of technological evolution, live events are still an integral part of a company’s overall marketing strategy. And for top-performing organisations, live events and technology go hand-in-hand.

In a world dominated by digital, the power of face-to-face interactions cannot be underestimated. Humans are social beings and yearn for personal interactions. Live events provide a great opportunity for people to network, collaborate, and connect on shared values, experiences, and interests. For professional planners, marketers and sales staff, events serve a critical business function, helping educate and expand the customer base, enhance brand value, drive leads, and generate revenue.

Live events like conferences, trade shows, and seminars are a gold mine for rich, valuable attendee data that can be leveraged to get the maximum return for your business. The bigger and more complex the event, the more data can be generated. Buying signals are everywhere. This begs the question – how is all this data handled for sales follow-up?

Technology has become necessary to ensure the ultimate success of your events, and often you find yourself dealing with multiple tools and solutions to manage different tasks, such as registration, onsite engagement, post-event analysis, reporting and more. Since the data captured through these tools is not integrated with the organisation’s system of record, such as marketing automation or CRM systems, it remains in silos – isolated, cluttered, and difficult to act upon.

This leads to spending countless hours manually scanning, scrubbing, and processing event data with spreadsheets, emails, and hours of data entry—all activities prone to human error. By the time the lead data is analysed and pushed to sales, it is often too late. Hot leads turn cold.

But that’s the case when you have a large enough team breaking their backs over endless manual processes. The most likely scenario is that in a bid to follow up on the leads quickly, you hurriedly push them to sales without providing any valuable insights that could help them foster relationships with potential customers and close deals.

So what’s the solution? Delaying is not an option as you stand to lose important leads. Analysing key attendee information


In business, every second counts, and prioritising leads is critical for planners, marketers, and sales professionals.  Success can only be achieved by bringing together the disparate data and fragmented tech platforms to create a unified platform that has all your applications working together seamlessly.

This is how Cvent Integrations can help:

Cvent can integrate with virtually any web-based programme with its API and Webhooks options. This means, whatever solutions or systems you use – from marketing automation tools to expense tracking software to your CRM system – Cvent can help ensure seamless data flow, providing you with cohesive, integrated event data in a single platform.

Here is how Cvent Integrations makes your events infinitely better:

  • Helps you build complete profiles of your customers and prospects.
  • Helps you prioritise leads for more targeted and relevant follow-up.
  • Improves prospect and customer engagement and accelerates your revenue pipeline.
  • Saves time and improves accuracy by eliminating manual data entry.
  • Easily helps you measure the total cost, impact, and ROI of your events.

Want to learn more about Cvent Integrations? Register for this webinar.

Felicia Asiedu

Felicia Asiedu

An experienced CIM qualified marketing professional, Felicia is the European Marketing Manager at Cvent and has nearly 15 years’ sales and marketing experience in fast-moving technology businesses. She's responsible for the strategic direction of the marketing team in Europe, including expansion planning, campaign execution, demand generation and event management.

Before joining Cvent, Felicia held multiple marketing and business development positions with technology providers including Rackspace, Telecity Group (now Equinix), Infinity Data Centres and Merrill Corporation (now Datasite). Having had a healthy appetite for events for many years, she also has experience in planning and hosting both corporate and private events as well as speaking at both live and virtual events.

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