April 3, 2025
Audience: This article is for sales and marketing teams seeking to convert event engagement into revenue.
Overview
- In the field of B2B marketing and sales, events have long been valued for lead generation.
- Today, data-savvy professionals know that simply hosting an event is not enough.
- Merely capturing attendee engagement data is not enough.
- The real magic happens when this data is translated into actionable intelligence that drives pipeline and accelerates deals.
- This article summarizes a webinar where Certain explored how to capture and activate intent data from events.
What is Event Intent Data?
- Event Intent Data is data that captures cues attendees give off before, during, and after an event indicating readiness to buy.
- Unlike general engagement metrics, event intent data reveals buying intent by interpreting attendee behaviors through an AI-powered lens.
- Event Intent Data helps prioritize leads and tailor follow-up strategy with precision by analyzing these behaviors.
The Three-Phase Strategy to Activate Intent Data
1. Before the Event: Lay the Groundwork
- Smart event marketers begin with segmentation that identifies entire buying groups.
- Attendees are categorized by intent level.
- AI-driven tools help pre-qualify registrants and flag high-value behaviors.
- These tools suggest personalized content or sessions based on attendee interest.
- Certain’s dynamic registration forms capture valuable information.
- This data informs AI-powered session recommendations that suggest relevant sessions and networking opportunities.
- Take action by setting up dynamic registration flows, integrating the event platform with the CRM, and aligning with the sales team early to ensure every insight counts.
2. During the Event: Capture Real-Time Signals
- During the event, there is a golden opportunity to capture buying intent in real time.
- The key is knowing what to track and when to act.
- AI-powered tools track real-time engagement such as session check-ins, booth visits, poll responses.
- These signals are translated into lead intelligence.
- Certain’s solutions track registration data, session check-ins, booth visits, content consumption, and engagement across multiple stakeholders.
- A prospect participates in a live poll and notes that they’re looking for a new solution like yours.
- Our AI-powered interface translates that engagement into buying signals by identifying the prospects who’ve indicated interest.
- It provides recommended follow-up based on this and other intent data shared throughout the event.
- Sales are equipped with the buyer insights needed to take action in real time.
- Take action by providing real-time alerts to sales when a high-intent attendee engages at the event.
3. After the Event: Activate with Speed and Precision
- The clock starts ticking the moment your event ends.
- The most successful teams deliver personalized follow-ups within hours.
- They tailor content to attendee behavior.
- They position sales reps as consultative experts.
- 78% of B2B customers buy from the vendor who responds first.
- This fact shows the importance of speed and relevance in follow-up.
- AI-powered event intelligence solutions help identify key buying signals throughout the funnel.
- They enable tailored follow-ups with precision.
- Take action by using predictive analytics to segment follow-ups by buyer journey stage and ensure long-term CRM enrichment from every touchpoint.
Why Intent Data Matters More Than Ever
- Intent data is a competitive edge in a noisy digital landscape.
- When used correctly, event data does more than inform.
- It empowers by connecting you with the right buyers at the right time.
- It can reduce sales cycles and maximize the value of your event investment.