To successfully integrate event data, you must ensure your data is correct, thorough, and housed in the same space as everything else happening within the marketing team. Here are a few quick tips to get started:
1. Set clear goals and objectives.
I think the old saying goes, “If you don’t know where you’re going, how will you know when you get there?” This couldn’t be more true for event data management (and all other marketing activities). As Cheri mentioned in the webinar, “Events are a team sport.” It’s important your whole team can rally around common goals for an event that can be easily measured and interpreted. Once these goals and objectives are solidified, you’ll be able to draw a blueprint of how the data will move from the event floor to your marketing automation and CRM platforms.
Pro Tip: Event goals and metrics are never one-size-fits-all. Taking the extra time to ensure the goals you set are relevant to the event’s audience, content, size, etc. will pay off in the long run. For example, you wouldn’t judge the success of your user conference based on the amount of net-new leads captured, right?
2. Ensure the whole team is aligned around the event data capture process.
Back to Cheri’s comment about events being a team sport: If multiple teams are rowing in different directions, no one will get where they need to go. Provide insight to your team on what data you’re collecting, how you plan to collect it, and how you will ultimately get it into the hands of the rest of the team in a standardized fashion. Having this conversation will mitigate the risk of data silos resulting from multiple team members touching event data.
For example, while you might have checked someone in at the door, your friend Sam the sales rep grabbed the guest’s business card. Since she has the Salesforce mobile app, she updated the guest’s contact record prematurely and accidentally triggered an incorrect follow-up email cadence for the guest. If Sam knew the process for collecting and tracking event data, and had insight into how event success is measured, she would be less likely to take an action that compromises data integrity.
3. Invest in an event marketing platform that integrates with your existing systems.
Of course, the biggest factor in ensuring your event data is correct, compliant, actionable, and scalable is having an event marketing platform that gets the whole job done. From event pages and registration forms, to on-site check-in, to metric reporting, the right technology empowers event marketers to own all digital elements of an event.
One of the most important parts of getting the whole job done includes offering all the integrations that let you connect your event marketing platform back to systems that multiple teams use to manage sales cycles, like your marketing automation and CRM systems. Connecting these systems means you’ll never spend time updating a Salesforce campaign one contact at a time, sending registration lists to other teams, or the worst, searching for data that got lost in the hustle and bustle of the event.