For example, back in 2011, we launched our customer conference in Europe. It was a completely new market for us and we leveraged a lot of previous attendee behavior to predict event sizes and demographics.
What we didn’t see coming was that our conference in the Netherlands had nearly 40% prospects attend, which is highly unusual for a customer conference.
Using this data, we were able to shift our on-site behaviors and activities on the spot (i.e. equipping salespeople with more prospect-focused language) to cater to both prospects and customers.