You should consider your organization’s database as something that’s living and breathing. As prospects move through the various stages of the buyer’s journey, their contact information changes, and your sales reps (hopefully) learn more about them and their pain points. Your email exchanges and phone calls are all recorded in your CRM, and you can see which new pieces of content different prospects have engaged with.
Online interaction with your prospects and customers is, of course, an important part of the marketing and selling processes, and keeping track of how your prospects are engaging online helps you better engage with and sell to them. But what happens during events?
As marketers shift to a more targeted, account-based approach, in-person interaction is becoming increasingly important. If you’re focused on building deeper relationships with the right people, events are the perfect marketing channel—but it’s not as obvious how you can track those interactions or use technology to deepen engagement.
Keep reading to learn our top four tips for using technology to engage prospects, collect valuable event data, and integrate your event channel with the rest of your marketing strategy.
1. Get attendees through the door with a check-in app.
Admittedly, this isn’t the most exciting piece of event tech, but an efficient check-in app will go a long way in helping you streamline your event logistics and collect important data. Not only do your attendees want to avoid a line to enter your venue, but it’s also important for you to track which of your registrants attend your event. This will help personalize follow-up after the event—you’ll be able to customize messaging for no-shows and attendees—and will also help you determine what kind of registrant-to-attendee conversion rate you can expect for future events.
2. Plan your on-site engagement, and use tech to help you execute.
If you’re hosting a small-to-medium sized event and will have sales reps on-site to engage with prospects and customers, you should have an engagement plan in place by the time your event starts.
As the registrants roll in, your team should take time before your event to assign specific lists of attendees to each sales rep who will be on site. That way, each sales rep will know who exactly they should be engaging with during the event, and they will have time before the event to prepare for those conversations.
If you want to make sure your sales reps execute their engagement strategy once they’re on site, you can use certain check-in apps to program notifications for your sales team. That way, once one of your prospects checks in at the event, whichever sales rep has been tasked with engaging that prospect will receive a notification that he or she has arrived, and your rep will know to look for and have a conversation with that prospect.
3. Leverage your online content during your event.
Organizations often use events as opportunities to deliver presentations or host panel discussions—both of which are valuable ways to deliver content to attendees. But using event tech, you can also leverage the content you have online, like eBooks, case studies, and blog posts, to engage with prospects and customers during your event.
The best way to do this is to place kiosks or tablets throughout your venue, and program each tablet to feature one specific piece of content. Not only will your attendees be able to scroll through the eBook or blog post while they’re at the event, but you can also provide an option that will allow them to have the content delivered directly to their inbox.
After the event, your attendees will have something that’ll help keep your event top-of-mind, and you’ll also be able to see which attendees downloaded which piece of content—which will only help you market and sell to them better.
4. Integrate your event data with your CRM.
Regardless of how you’re collecting your event data, or even the extent to which you are collecting it, you should ensure that all of the data you do collect lives on your CRM. Integrating this information with the rest of your marketing and sales campaigns will not only help you sell to the specific prospects who attended or registered for your event, but it will also make your overall marketing and event marketing strategies smarter.
- The most important thing you can do to get target accounts to attend your events
- How your marketing team can orchestrate account-based plays for maximum attendance
- The three keys for engaging prospects at your event
- The biggest mistakes that teams make at events, and how you can avoid them
- The five essential elements for effecitve follow-up
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