Are Your Events Working Hard Enough?

Section 1: USE WHAT YOU ALREADY KNOW

The guide begins by urging event teams not to reinvent the wheel when inviting attendees. It notes that marketers typically already know a great deal about the people they invite to events. The recommended practice is to pull that existing information from marketing automation systems or customer relationship management platforms. This data should be transferred into the event management platform to consolidate attendee information. Once the data is centralized, it can be used to segment prospective attendees. Segmentation helps organizers understand different attendee groups and tailor communications. The data also supports understanding attendee interests. By analyzing known details, organizers can identify patterns in attendee preferences. The information enables predicting attendee interests for better targeting. Personalization of pre-event outreach follows from these insights. Step two is designed to complement Step one, reinforcing the interconnected nature of the seven steps. Overall, the approach emphasizes leveraging existing knowledge to optimize event outreach and attendee engagement.

Section 2: BE SMART ABOUT REGISTRATION

Registration design directly influences the richness of attendee profiles. The section emphasizes using the event registration process to deepen attendee data. It advises avoiding questions for information that is already known. Registration forms should automatically pre-populate fields with known details such as name, address, and company. Progressive profiling should be employed to collect the next logical question. Attendee questions can focus on areas of interest, event goals, and current product usage. Additional profile characteristics can include job title, company revenue, and purchase history. The more information that is collected, the greater the ability to tailor the event to attendee needs. The section reinforces the relationship to Step One. In summary, registration design should minimize redundant data collection while enriching attendee profiles for targeted experiences.

Section 3: GET PERSONAL

Personalization is presented as a core capability of events. Attendees expect events designed for their unique needs and goals. Attendee data from existing profiles and registration data should be used to tailor session and activity recommendations. The more personalized the event, the higher attendee engagement with the event and with the brand. Higher engagement benefits the sales cycle by creating more meaningful interactions. The section frames personalization as a bridge between marketing channels and live events, enabling a cohesive attendee experience. It emphasizes leveraging collected data to suggest relevant sessions and activities. The outcome is a more engaging event that supports downstream sales processes.

Section 4: CREATE CONNECTIONS

Events focus on face-to-face interactions with people who share similar interests and goals. The content highlights helping attendees connect with company representatives and with each other. It discusses using self-scheduled or automated appointment matching to maximize attendees’ time at the event. In-person meetings should also move attendees through their buying process. The section frames these connections as a driver of forward momentum in the customer journey. By facilitating meaningful interactions, the event experience becomes a catalyst for progression toward a purchase.

Section 5: TAG AND SCORE ATTENDEE INTEREST AREAS

Attendee interests can be inferred from the sessions they attend and from appointments they make. The event management software should tag attendee activities by interest. Example: if a attendee signs up for a session on marketing revenue attribution, the attendee’s interest score in that area can be adjusted. The scoring informs follow-up content decisions to expand that interest. Real-time data supports immediate sales and marketing follow-up activities during the event. The section cites a large software company that used real-time attendee data to target attendees on the event floor via text messaging. Sales reps followed up with hot leads, shortening the sales cycle. The emphasis is on using ongoing data to refine outreach in real time.

Section 6: GET REAL-TIME

Real-time attendee activity data enables immediate follow-up actions during the event. The section notes that event teams should use what they know to act quickly on attendee signals. It provides an example of a company leveraging real-time data to identify hot leads at a flagship conference. The approach involved targeting attendees on the event floor with timely outreach. The outcome was accelerated engagement with potential buyers. The section frames real-time data as a concrete lever for reducing cycle time and increasing the effectiveness of in-person interactions.

Section 7: WHAT HAPPENS AT YOUR EVENTS SHOULDN'T STAY AT YOUR EVENTS

The final section emphasizes integrating event technology with marketing automation or CRM platforms. All seven steps point toward a unified approach that delivers rich attendee data to marketing and sales teams. The integration supports informed follow-up and, ultimately, more leads converting to sales. The cheat sheet presents seven actionable steps to implement this integrated approach. The page includes contact details for Certain, underscoring the guide’s vendor context. The overarching message is that event data, when combined with marketing technology, enhances post-event nurturing and sales outcomes.