Guide
Elevating Event Experiences with Deep Audience Insights
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, and 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, by capturing buying signals and mapping 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, building an online community, designing attendee-to-attendee interaction, and gamifying your event.
This section includes guidance on selecting event engagement technology (registration, mobile apps, content hubs, meeting scheduling) and 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, using insights to personalize sales follow-up, following up with sponsors and exhibitors, and proving event ROI by tying 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