When it comes to the benefits of integrating Splash and Marketo, increased efficiency, visibility into event data, and time savings are just the beginning. Because this integration makes it easy to access accurate data in real time, I’m able to significantly influence my marketing team’s broader strategy and the ROI that comes from my efforts.
After we host an event, I can see program performance data in Marketo (who attended or didn’t show up), making it easier to customize the communications we send after that event. Plus, because I also use the Salesforce integration, attendee data is linked to all opportunities created. This lets me see which events result in the most opportunities and closed business (and for how much).
All of this means I know which events are working and as a result, which events we should continue investing in. I also better understand which events are not working (and where we may think about cutting our losses).
But more than that, this integration encourages me to stop looking at events as single points in time. Instead, I get the information to analyze an entire year of events and identify how our program is working as a whole. Understanding how our event marketing program translates into opportunities, dollars, and pipeline lets me prove impact and influence on our broader marketing strategy.
All of this sounds easy enough, right? I hope you learned a little something from this, and we’ll be adding even more content about Splash integrations soon, including thoughts on best practices, reporting, and how to make your lives a lot better with Splash and Marketo together.