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event career growth

Published in Business Value category on (08/22/2019)

How Event Marketers Can Elevate Their Careers with Data Know-How

When we talk about the importance of data and a smart technology strategy, it’s typically tied to proving the value of event spend. But with this strategic know-how comes added, more personal benefits for event marketers who know how to both curate and leverage technology to turn attendee insights into strategic action.

Event tech and data solutions are key for event marketers’ abilities to win big for the business, but they’re also pivotal for professional success. Event marketers are some of the closest people within an organization to the nitty gritty details and insights that can help build a stellar events strategy and lead to greater return on investment (ROI). Given this, it only makes sense that they’re involved in a business’s event strategy from start to finish.

By showing how their data expertise and knowledge of event tech solutions can measure and build ROI, event marketers can grow their careers and wield that knowledge to get a seat at the decision-making table.

 

Demonstrate the value of data-driven decision-making

Event marketers know firsthand how important quality data is in building the most personalized and effective events strategy – and with the right solutions, they have a wealth of qualitative and quantitative insights at their fingertips. These insights are often the driver of many events decisions, from which sessions a company will offer, to how they’re going to conduct follow-up with top leads.

An executive team, however, likely only sees the high-level results of an event, like how many leads turned into actual paying customers. What they might not see is how event marketers’ deep understanding and insight into attendee data can help determine shifts in strategy—shifts that will lead to greater results for future events, and can mean big benefits for the overall business.

The more event marketers can demonstrate how they used specific data and insights to determine the path forward for an event, the more they can persuade top-level decision-makers of how this knowledge can be used in the strategic planning part of the process. At your next meeting, explain your research in depth and what it reveals in terms of what’s needed to increase ROI next time.

 

Share important factors like how much employee time was saved on a specific task thanks to an automated tech solution, or how much shorter the lead follow-up process was as a result of better data from an event tech platform to demonstrate your event tech expertise and show why it matters for the business.

 

Don’t be shy about your event tech expertise

Like attendee data, event pros are also closest to the technology that helps gather and make sense of those insights. With knowledge of the ins and outs of event technology and marketing solutions, event marketers can position themselves as strategic experts to the C-Suite when it comes to making important decisions on a company’s event strategy.

Recent research actually shows that the C-suite is more involved than ever in the day-to-day decision-making of technology initiatives. CMOs, specifically, will be tasked with driving new technology initiatives and making businesses’ interactions with customers “more human”. For event marketers, this means big opportunity to demonstrate their knowledge of event tech solutions, and advise the C-suite on decisions relating to the tech stack.

Share important factors like how much employee time was saved on a specific task thanks to an automated tech solution, or how much shorter the lead follow-up process was as a result of better data from an event tech platform to demonstrate your event tech expertise and show why it matters for the business.

 

Event professionals’ value to the business goes far beyond their abilities to execute on logistics. With their ’expertise of event data and tech, event marketers can uplevel their careers by proving how their event knowledge and best practices mean greater ROI for the business. It’s time for event professionals to join the circle of decision-makers and prove their expertise.

Want to learn more? Download our guide, The Event Marketing Playbook: Data Strategy.

 

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