June 8, 2022
Marketers aim to improve event outcomes.
Event management technology features increasingly play a role in event outcomes.
Event technology for events is moving beyond planning roots into a lead-generating, brand-building role.
The following five essentials support marketing goals.
1. Mobile App
The mobile component of the event management platform should be integrated.
The platform should allow quick deployment of a mobile app for every event.
Look for mobile web-based applications that are automatically generated as each event is set up.
The app should offer attendees instant access to announcements, Twitter feeds, private agendas, important event information, and appointment schedules.
2. Marketing Automation Integration
Most organizations allocate a substantial share of marketing spend to events.
Accurate tracking of the return on this spend is critical.
Event management and marketing automation systems can be integrated.
Integration enables data generated before, during, and after the event to be used to enhance the lead-to-revenue cycle.
Integration improves the power and effectiveness of the event.
3. Lead Intelligence
Attendee data from events can transform attendee behaviors into engagement statistics and interest scores that optimize sales and marketing follow-up.
Event management technology must capture profile data, engagement data, and interest data throughout the lifetime of an event.
Data from event management technology must be combined with data from marketing automation systems.
Combined data generate a rich and accurate picture of each individual customer and their unique needs.
4. Appointments
Empowering all event stakeholders to achieve event objectives through deeper engagement between the right participants supports event success.
Seek an event management platform that supports self-scheduled and automated matched appointments.
Appointment features engage attendees, power connections, and accelerate business.
5. Personalized “Event Views” for Attendees
Customers do not want to feel like numbers.
Event attendees do not want a one-size-fits-all experience.
Look for an event platform that allows attendees to obtain a view of the event on their terms.
The central resource should be curated to align with the attendee’s profile and event goals.
The central resource should provide access to a personal agenda, one-to-one meetings, travel information, and other relevant content.
Bonus: Other Event Management Technology Features Not to Be Missed
According to Skift Meetings, the top considerations marketers rank in event management technology are:
- Product support (79%)
- Features (78%)
- Analytics (69%)
Product support and analytics rank highly.
Marketing teams should examine product support and analytics when evaluating event management technology.
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Event Management Technology from Certain
Manage Events Enterprise Event Management Software Deliver And Manage Virtual, Hybrid, In-Person, & On-Demand Events Anywhere With Certain Platform → Learn More
Engage Attendees Touchpoint Stay Connected With Guests Before, During and After Virtual and In-Person Events With Event Engagement Software → Learn More
Analyze Performance Event Intelligence Analyze And Visualize Event Data Extracted From Any Source With Event Intelligence Software → Learn More
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