How to Use Events to Accelerate Your Marketing Pipeline Velocity

January 11, 2023

Allison Snow

Allison Snow is a B2B marketing and customer insights expert, having served in leadership, sales enablement, and revenue marketing roles as a practitioner, industry analyst, and consultant. She has held senior positions with technology firms of various sizes, from a billion-dollar global IT consultancy to private-equity-backed software companies. She currently serves as the Vice President of Product Marketing at Bizzabo.

In-person events have returned in full force. From Q1 to Q3 of 2022 alone, in-person events held on Bizzabo’s Event Experience OS saw a 724% increase. More than 98% of event organizers intend to host at least one in-person event by year’s end, and most will have planned at least three events in 2022, according to Bizzabo’s recent survey. With this renewed focus on gathering in person, marketers are folding events of all kinds into their demand generation efforts to nurture audiences, grow revenue and drive business outcomes. Read on for three key ways to use events to improve your marketing.

  1. Event data connects to broader marketing aims 

Events impact an organization’s top and bottom lines, equipping marketers with actionable data insights to improve attendee experiences, foster brand awareness and facilitate strong engagement at scale. The right event management technology integrates events seamlessly into a company’s other marketing tactics. 

Actionable event data creates a virtuous cycle to improve event experiences while accelerating pipeline velocity. Real-time data empowers organizers to pivot and refine events in the moment, optimizing event experiences for each attendee. Those same data insights extend into other marketing efforts, fueling new contacts and leads for a team’s CRM and providing insights that enhance ABM efforts. Leveraging those insights to create localized programming customized for specific accounts, industries or an “event within an event” elevates event experiences for crucial prospects, deepening connections. 

  1. Capture behavioral data for better follow-up 

Sharing time on-site with event attendees offers unparalleled access to qualitative data. You get a glimpse into prospects’ pain points, interests and needs. With visibility into which speakers, content and exhibitors hold attendees’ attention and how the audience connects to your brand, you can nurture connections and build lead momentum. 

Event experience leaders are incorporating innovations like wearable technology to maximize the value of event data and optimize engagement. While wristbands and high-tech badges may not fit the budget or format of every event you execute, they serve as a rich data source. Depending on the technology you use, your events team can collect: 

  • Advanced analytics, including dwell time
  • Touchless contact exchanges during networking
  • Leads for sponsors and exhibitors
  • Session check-in tracking

With insight into an attendee’s networking connections and the sessions that resonated with them, you’ll be able to offer more effective post-event outreach. Rather than merely sending identical follow-up communications with an attendee’s first name slotted into the greeting, you can share relevant content, product offerings and future events customized to each attendee. This personalization extends your event’s value for your audience and lead generation efforts. 

Behavioral data captured at events informs your post-event strategies, future event content and broader marketing efforts and sales strategies. 

  1. Event engagement translates to leads

Insights into attendee activity—from exhibitor interaction and poll participation to session check-ins and contact exchanges—enable sales teams to prioritize the most engaged leads, saving time and energy while maximizing their conversion success. 

With robust event experience technology, you can assign each attendee an engagement score and segment event audiences based on their engagement level. Share these engagement details with your sales teams, who can pinpoint correlations between high attendee engagement levels and the escalation into a sales-qualified lead. Then go-to-market teams can reach out to prospects directly, offering follow-up support and deepening relationships. 

As marketers resume their focus on in-person events, they can leverage data to connect event experiences to revenue goals. Data helps event professionals understand and cater to attendees’ interests and needs so they can offer thoughtful, relevant and personalized experiences. Those experiences extend an event’s value, deepening relationships, refining marketing efforts and contributing to better business outcomes.

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact