Guide, 20 min read.
A 9-step playbook for driving, capturing, and acting on attendee engagement data before, during, and after your event, to connect events to measurable business results.
Connecting events to results
Engagement is what separates a memorable event from a forgettable one. 49% of marketers point to audience engagement as the single biggest contributor to event success.
This playbook reframes engagement as a revenue lever, not a satisfaction metric. The playbook captures buying signals and maps them to the rest of the buyer journey.
Pre-event planning: build the engagement foundation
Steps 1-4 walk through getting to know your audience. Steps 1-4 walk through building an online community. Steps 1-4 walk through designing attendee-to-attendee interaction. Steps 1-4 walk through gamifying your event.
The guide includes guidance on selecting event engagement technology. The guide lists event engagement technology as registration. The guide lists event engagement technology as mobile apps. The guide lists event engagement technology as content hubs. The guide lists event engagement technology as meeting scheduling.
The guide provides guidance on right-sizing production quality to your budget.
During and after: turn engagement into pipeline
Step 5 puts the plan into action onsite.
Steps 6-9 cover measuring engagement across virtual, hybrid and in-person formats. Steps 6-9 cover using insights to personalize sales follow-up. Steps 6-9 cover following up with sponsors and exhibitors.
Steps 6-9 cover proving event ROI. The guide ties engagement data to qualified pipeline within 30 days of the event.
KEY TAKEAWAYS
- A 9-step framework spanning pre-event, live event, and post-event engagement
- Engagement metric benchmarks for virtual, hybrid, and in-person events
- A repeatable playbook for turning attendee signals into qualified pipeline