If your events are intended to generate demand, this post is for you. Validar has been in the event-based lead management space for over 20 years, and we understand very well the value event data can have when integrated well with your marketing stack, whether it be Eloqua, Marketo, Salesforce, or perhaps your AMS (Association Management Software).
If you’re producing your own proprietary event, we believe there are five (5) data sets that should automatically be posted into your Marketing Stack for during and post event treatment.
Did your customer, partner, or prospect attend the overall event?
For many companies, this is the only dataset posted, usually post event for nurturing and treatment.
Validar’s vCheckin application captures this data in real-time and makes that data available for treatment with any system via our Event Insight Rest API.
What content did your customer, partner or prospect consume at your event?
Session attendance tracking is a strength of Validar’s whether it be passive or active. By integrating this data into your marketing stack, your nurturing can be more personalized based upon your attendee’s entire journey.
What impact did this content have on your customer, partner or prospect?
Core to Validar’s unique value proposition is our ability to allow attendees to tell you about their experience leveraging our EventHub® Attendee Toolset. With EventHub®, you can not only score and benchmark your session content, you can also capture the renewed interest your content generated from an individual attendees perspective. If an attendee wants to continue the conversation by asking for a meeting, your systems and sales team should know this, live during the event.
Did your customer, partner or prospect sit through a product demonstration?
One on one demonstrations are invaluable for buyers, and it is important that your systems know what products attendees have delved into during your event. Capturing these conversations is usually done with lead retrieval. Getting lead retrieval data into your marketing stack for treatment can enrich communication and nurturing.
What impact did your product demonstration have on your customer partner or prospect?
This is where custom lead qualifiers can be valuable when deploying lead retrieval. Use these qualifiers to allow each attendee to control how they want to be treated during and post event. If they have a need and interest, capture their pain points and skim these hot leads off of the top by bypassing Marketing Automation. This activity should be pushed to sales live during the event!
Here is an example of what a record should look like when pulled in Salesforce during and post event.
I see Harry Potter attended the overall event, attended three (3) sessions, saw a product demonstration on the show floor, and has requested to meet with Sales regarding that conversation. Imagine how much more effective your post event activity will be!
