March 27, 2025
1. Align Around Engagement Data to Spot High-Intent Buying Signals
How to do it:
- Track meaningful engagement signals.
- Build a shared lead scoring model.
- Use AI to uncover hidden buying signals.
The takeaway:
- Alignment on key buying signals speeds up lead prioritization.
- Alignment on key buying signals increases the accuracy of lead prioritization by clarifying which signals reflect genuine intent.
- Alignment on key buying signals increases the profitability of lead prioritization by focusing sales efforts on high-intent leads.
2. AI-Powered, Personalized Post-Event Outreach
Forrester is a market research firm.
A Forrester report states that 92% of event professionals plan to improve their attendee follow-up strategies to maximize ROI.
Generic follow-up can cause leads to lose attention.
After an event, attendees expect timely, relevant communication that reflects their actual experience.
A copy-and-paste “Thanks for attending” email fails to meet expectations.
Agentic AI is AI that can autonomously analyze attendee behavior, determine intent, and trigger tailored follow-ups based on real-time engagement.
Agentic AI goes beyond responding to inputs; it takes action.
How to do it:
- Marketers can use Agentic AI to segment and personalize at scale.
- Agentic AI automatically matches follow-up content to attendee behavior, such as sessions attended or content downloaded.
- Sales reps can tap into AI-generated insights to send timely, relevant outreach.
- If a lead revisits the pricing page after a post-event, that moment is an opportunity to engage.
The takeaway:
- Agentic AI helps marketing and sales deliver smarter, faster, and more personalized outreach by turning event data into actionable buyer insights.
- The outcome is an enhanced attendee experience.
- The outcome is faster conversion of leads into sales-ready conversations.
3. Use AI-powered Insights to Make Smarter, Faster Follow-Up Decisions
Not every event lead is ready to buy right away.
Not every moment requires hours of digging through dashboards.
Conversational AI-powered insights provide sales and marketing with a major edge.
Certain’s Touchpoint Ignite informs and streamlines follow-up by allowing teams to ask natural-language questions and instantly generate actionable insights, charts, and reports. No data analyst required.
How to do it:
- Marketing can use conversational AI to surface which sessions drove the most engagement.
- Marketing can surface which personas were most active.
- Marketing can adjust nurture strategy accordingly.
- Sales can ask direct questions to uncover high-intent leads based on real-time engagement.
- Sales can prioritize follow-up with greater speed and confidence.
The takeaway:
- Intuitive, question-based reporting enables faster action.
- The reporting unlocks deeper buyer insights.
- Sales and marketing teams can act on insights while interest remains high.
Stronger Together: Where Sales, Marketing, and AI Meet
- Turning event leads into sales-ready conversations is a team sport.
- Sales and marketing each bring essential strengths to the table.
- The real power lies in how these teams work together.
- When marketers capture and interpret the right engagement signals, and sellers act on those insights with personalized, well-timed outreach, event leads move from scanned badge to closed-won faster.
- From smarter segmentation to insight-driven follow-up, today’s AI-powered event tools don’t just help you scale; they help you connect, convert, and close faster.