By now, we know events are an important part of any marketing strategy (52% of brands believe events are the most effective marketing channel). They provide much-needed face-time with the right audiences to actually move the needle and drive business value (whether it’s through brand awareness, establishing thought leadership, or increasing velocity of buying paths with current and prospective customers).
But the best marketers know the impact of events extends beyond the event itself — especially if you use a strategy that builds on event momentum across other sales, marketing, and customer success functions.
Here's the hard truth: that impact is difficult to achieve — let alone measure — if your event data exists in a silo.
Every interaction with your attendees (before, during, and after an event) provides you with key information (e.g. when they RSVP’d or which sessions they attended) that you can use to better customize follow-ups, nurtures, and even their experience at your future events.
But if this event information isn’t integrated with your other key business systems, you could be missing out on these opportunities, or worse, leaving money on the table and exposing future event programs to budget cuts if you can’t prove the ROI.