by John Hunter It's a marketer's business to know just about everything their prospects and customers are doing on their website and other digital channels. And while live events provide some of the most valuable prospect and customer insights you can get, many marketers aren't taking advantage of all the great intel gathered during their organization's conferences, meetings, and trade shows.
The truth is, with the right technology, it's really easy to do. If you think your events are "offline," think again. Event management software was built with marketers in mind, giving you a single platform to capture event and attendee data so you can measure and optimize your live events.
Here's how you can get started.
Digitize Your Live Event Channel Your live events are a mainstay of your marketing strategies, and when it comes to capturing attendee data, there’s little debate left about the right way and wrong way of doing things. For marketers, relying on disparate point solutions and manual processes leads to wasted effort, lost time you can’t get back, and data that can be wholly unreliable. The best event management technology helps you capture the information you need the most in a single platform that integrates seamlessly with the rest of your marketing tech stack—giving you the data you need to plan and build effective marketing campaigns that will deliver bottom-line results, and prove your impact on the sales pipeline.
Your Live Event Attendees are a Data Goldmine. Are You Listening? “Generic” is a marketer’s worst enemy. In a noisy marketplace, reaching, persuading, and monetizing your audience means you must understand what they want when they want it. Live events are a data goldmine: sessions attended, time spent at product booths, session feedback, appointments…interest, and buying signals are everywhere. The right event technology can capture all of these critical interactions in an instant. And when event attendee data is combined with their touchpoints from your other marketing channels, you’ll get a fuller, richer picture of your prospects and customers than you ever thought possible. Your best chance at getting a solid return on your events (ROE) is to take advantage of technology solutions that support the end-to-end planning, attendance, execution, and follow-up elements of your events – event management technology helps you cast a wide net over your data, and help distill it in actionable ways, setting you on the path to success. Tracking the entire customer journey, capturing key data points and housing a treasure trove of information, including a complete contact history, attendance tracking, and more behavioral data, provides marketers a holistic set of event data, document what is successful, and clearly illustrate the impact your marketing efforts are having on your events.
Conclusion From pre-event campaigns, onsite tracking solutions, lead capture and post-event surveys, event tech helps you gather key insights that will help enable you to make informed marketing decisions and set the stage for the creation of growth-oriented marketing strategies helping you increase the value of your events. Learn more about tapping into the power of live events here.
John Hunter John is the Senior Manager of Event Cloud Content Marketing at Cvent. He has 11 years of experience writing about the meetings and events industry. John also has extensive copywriting experience across diverse industries, including broadcast television, retail advertising, associations, higher education, and corporate PR.
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