Certain’s Event Automation Primer Explains the Shift From Event Management to Event Automation
Recently, we announced the launch of event automation, a new software category. The launch of event automation is a marketing game-changer from event management, but in order to understand the significance of this, you need to understand how the event game has changed. So, how have events evolved over time, how has the marketing of events changed, and what are the ways that marketing and event automation platforms work together to gather rich attendee insights to fuel your marketing and sales pipelines to create conversions? Our Event Automation Primer breaks down these questions and answers them, so that you can find ways that event automation can help you use event data to drive measurable results.
Why is event automation such a game-changer? At its core, event automation provides the marketer with perhaps the most important step of the buyer’s journey. Event Automation captures all of the essential elements of the off-line experience and fully converts these buying signals and turns them into satisfied customers. The event is often thought of as an occurrence that takes place at a single point in time. Event management is concerned with managing business processes and related data, event automation is interested in leveraging all stages of the buyer’s journey to accelerating your sales cycle.
While in-person events are considered the #1 most effective marketing tactic by marketers for the 6th year in a row, according to B2B Content Marketing Trends study, most marketers do not have a direct line of sight into their events. 22% of marketers do not know how events affect their pipeline or the amount of revenue generated from events. Without standards in place to measure event success, such as amount of registrants, leads generated, or follow-up prospect meetings booked, how can marketers understand the bigger picture of how to integrate their sales, marketing, and events platforms to maximize their event potential?
Marketers definitely face challenges before their sales, marketing, and event automation systems are fully in-sync. Messy data, too many systems, manual processes, and IT dependence can be huge roadblocks for marketers to be able to evaluate Event ROI. However, as we’ve said before, implementing marketing and event automation best practices, before your event, can help you achieve your event goals. The steps to doing this are: defining your goals, determining who your audience is, capturing all data possible, integrating your marketing and event automation systems, iterating your processes, and analyzing your results. That’s the basic foundation with which to build an effective event marketing strategy.
How else can event automation streamline event management and help data-driven marketers affect their bottom-line? Event automation enables marketers to read attendee’s “digital body language” so that marketers and sales teams can assess how qualified a lead is based on their interests, behaviors, and actions that are captured through event and marketing automation systems. Examples of the types of behaviors that event automation systems can capture are: a prospect attending various sessions at a user conference, having multiple employees from the same company stop by your booth and exhibit buying intent, and capturing data by utilizing a quick and easy booth check-in application that allows you to ask prospects survey questions to determine the intentions of each visitor to your booth. By collecting all of this information in your event and marketing automation systems, you generate leads, fill your sales pipeline, and increase revenue from events.
Now that you’ve learned the basics on how event automation can help you leverage data captured at your events, you are ready to learn how integrating event automation into your marketing strategy can help you achieve event success. In our Event Automation Primer, you’ll find out:
- The difference between event management and event automation
- How event automation increases revenue
- Why event automation boosts customer and prospect engagement
- How event automation enables B2B marketers to scale their events
- What technology features are specific to event automation
- Best practices for integrating event and marketing automation systems during all stages of the buyer journey and event lifecycle
- Which industry leaders use event automation and why
- How event automation measures against other event management platforms
After reading our Event Automation Primer, you’ll gain valuable insights into the evolution of event management. You’ll also learn how event marketing has changed and how event automation fuels data-driven marketing to drive Event ROI and measurable results.