Guide · 25 min read
The Ultimate Guide to Event Buying Signals explains what buying signals are, where they live in events, how to score them, and how to route them to sales fast enough to win the deal.
What is an event buying signal?
Event buying signal is any attendee behavior before, during, or after an event that indicates intent. Event buying signals include session attendance, booth dwell time, content downloads, meeting requests, and more.
The signal-to-pipeline workflow
The signal-to-pipeline workflow is a reference architecture for capturing, scoring, and routing signals into a CRM and a marketing automation platform within minutes, not days.
What good looks like
What good looks like includes benchmarks from enterprise programs. The benchmarks include conversion rates, follow-up SLAs, and integrations that move the needle.
KEY TAKEAWAYS
- A taxonomy of high-value event buying signals
- A reference architecture for signal capture and routing
- Benchmarks from real enterprise event programs