July 16, 2024
Transforming Your Attendees into Advocates
Artificial intelligence (AI) is technology that enables machines to perform tasks that typically require human intelligence.
Event intelligence (EI) is technology that analyzes event data to extract insights.
AI and EI convert attendee interactions into actionable buyer insights by analyzing data and patterns.
This approach saves marketers time by automating data interpretation.
It also drives business growth by enabling targeted engagement.
Marketers need a comprehensive understanding of strategies and tactics to cultivate loyal brand advocates at every stage of the buyer journey.
The importance of fostering customer advocacy cannot be overstated.
A 12% increase in customer advocacy can bring 200% growth in revenue.
Bridging the gap from attendee to advocate yields many benefits for marketers and advocates.
- Customer reviews
- User-generated content (case studies, testimonials, social media posts, photos, and videos)
- Improved NPS score
- Customer referrals
- Customer retention
- Reduced customer acquisition costs
- Customer loyalty
- Customer advisory boards and user groups
Customers with great experiences are 75% more likely to become advocates.
By using event engagement data to improve the attendee experience, marketers demonstrate that attendees' needs and motivations are important to the business. Marketers provide attendees with a reason to want more and to spread the word.
Optimizing Your Buyer Experience with Event Insights
One of the most powerful benefits of an AI-powered event app is the ability to offer insights that help marketers optimize future event experiences.
By analyzing historical data and current engagement trends, Touchpoint Ignite’s event intelligence engine can forecast attendee preferences.
Organizers can proactively adjust their strategies to align with audience expectations.
Below is an example of what that looks like in action.
Individual Attendee Level
Jane is a security architect and a super-user of your product.
Jane often registers for events but only attends the hands-on workshops.
She participates in badge games and has indicated through polls and surveys that she would prefer to participate in sessions where she can learn-by-doing, rather than listening to a presentation.
Across a Series of Events
Engagement dashboards show that multiple buyers favored workshops over presentations, and badge game competitions had 93% participation.
Using conversational AI, you ask:
- What is the most popular topic that attendees are downloading content on?
- What were the top three most viewed videos at the last event?
- What sessions had the most attendance amongst security architects?
You find that most of your buyers are viewing videos and downloading assets specifically on cloud security, and attendance amongst your target audience is highest for workshops.
Gain a 360-degree view of your buyer engagement and insights at a glance and across your entire event portfolio.
Taking Action
With a deeper level of insight, hands-on workshops on cloud security with a competitive spin would resonate (not only with Jane), but with her peers as well. You offer Jane an early bird discount code to register for your upcoming capture-the-flag event on cloud security, showing her that not only do you understand her needs and interests, but you are willing to apply that to creating an exceptional experience for her.
Jane and the various buyers who showed interest in this type of event and content are now spreading the word through social media and word-of-mouth about your event, and Jane has even offered to do a video case study about the benefits of using your products to prevent cloud-based cyber-attacks.
Continuing Excellence – A Journey Worth Championing
Beyond providing an exceptional experience, offering attendees-turned-advocates opportunities to contribute to your product or service through customer advisory boards and user groups fosters a mutually beneficial relationship that drives them to advocate for your brand.
It’s important to keep in mind that customer advocacy is not just a one-off effort, but a continuous process of nurturing and engaging your buyers. Leveraging Touchpoint Ignite allows you to continuously assess how your buyers are engaging, providing your marketing, sales, and customer success teams with an ongoing flow of insights to refine interactions and experiences for each individual advocate.