How to Leverage Event Management Software to Generate More Revenue from Events

Section 1: Where’s Your Event ROI?

The section analyzes why measuring event ROI is challenging. It cites that 80% of marketers say lead generation is the top goal of event marketing, while only 48% report any event ROI metric. This demonstrates a sizable gap between in-person event marketing and digital marketing. The section argues that event data and marketing automation together can unlock meaningful measurements. It presents the idea that integrating event management with intelligence is essential to prove and improve ROI. It notes that best-in-class firms are more likely to integrate event management with core marketing functions and systems, such as marketing automation or CRM. The content outlines a data-flow model across pre-event, during-event, and post-event stages to capture insights and drive actions. It highlights concrete activities: smart registrations, session recommendations, appointment matching, tracking attendee activities, personalized follow-up, enhanced lead scoring, and nurture campaigns. The section also cites budget insights (e.g., 28% of B2B marketing budgets allocated to industry events) and large-scale event participation (e.g., 205 million attendees), underscoring the opportunity to turn data into revenue. The overarching point is that event data should be captured, analyzed, and used to drive closer customer relationships and faster sales cycles.

Section 2: THE INTEGRATION YOU NEED TO PROVE AND IMPROVE EVENT ROI

This section advocates for integrating event management with other core marketing functions to quantify ROI. It argues that integration enables consistent measurement across channels and improves the ability to tie event activities to business outcomes. It notes that best-in-class firms are 35% more likely than others to align event management processes with marketing automation and CRM systems. The content emphasizes that integration provides the data backbone for ROI calculations and for smarter decisions throughout the event lifecycle. It outlines a structured approach across pre-event, during event, and post-event phases to maximize impact. The section also mentions that post-event data enhances lead scoring and enables more effective nurture campaigns, aligning sales and marketing efforts. It reinforces that the integration helps deliver credible insights to stakeholders and supports strategies to convert attendees into customers more rapidly.

Section 3: PRE-EVENT

The pre-event section describes how to enrich attendee understanding before the event. It highlights smart registration forms designed to capture attendee goals and buying signals. This data informs session selection and engagement planning. The aim is to establish clear goals beyond mere attendance or registration counts. The section implies that early data collection lays the foundation for personalized experiences and more relevant interactions during the event.

Section 4: DURING EVENT

The during-event section focuses on real-time attendee engagement. It describes session recommendations tailored to attendee interests and appointment matching to facilitate meaningful connections. It emphasizes tracking attendee activities and expressed interests to drive personalized experiences. The content covers real-time engagement via mobile, email, and other channels, aiming to keep attendees engaged and connected to their goals.

Section 5: POST-EVENT

The post-event section covers follow-up and nurturing. It highlights how to personalize follow-up communications and improve lead scoring and nurture campaigns after the event. The section notes that delivering valuable insights to sales and marketing is critical for accelerating the path from attendee to customer. The goal is to convert event attendees into customers more quickly by leveraging post-event data and targeted outreach.

Section 6: Events Can Deliver a Ton of Useful Data!

This section emphasizes the breadth of data generated by events. It outlines benefits such as getting closer to customers and prospects, accelerating the sales cycle, improving lead nurturing, and cultivating promoters. The content positions data as a lever to unlock revenue opportunities and to better understand attendee behavior across the event lifecycle. It reinforces that data collected from registration, sessions, engagements, and communications can drive smarter marketing and sales actions.

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