A lot of event marketers and managers focus on the more visible elements, the biggest thing that can differentiate between an average and an astounding event is data.

The Opportunity Today

Over the years, marketing events have come out as an essential part of B2B marketing. No matter what type of events you’re hosting, it will put you right in front of your customers and help you make a real connection. In a 2018 survey done by Harvard Business Review of over 700 marketing executives, it was found that 52% of them said that events have more value than any other marketing strategy.

This shows how important is the role of data for event marketers and organizers. And with passing time, it is getting more and more important and critical as the industries get more competitive and fight harder for the definitive edge.

You’re Already Doing It

You may not realize it, but you’re already capturing a lot of data through your events. For example:

  • Registrations Vs Attendees
  • Topics and event types that attendees show the most interest in
  • Content Preferences
  • Engagement Channels
  • What Information Did they want
  • Discussion they took part in
  • Questions they asked

Every interaction that the attendees had with you or your team is data for you and it gives you a unique opportunity to connect with them more, follow-up, and convert. In fact, you often have far more data in your hands than you know with before, during, and post-event engagement. By collecting this information and merging it together you can unlock deeper clues as to customer engagement, and sales value.

This is how the event data you collect can solve your biggest marketing and sales problems.

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By collecting and incorporating event data into your marketing strategy, you can get a broader picture not just about event engagement and performance, but the overall picture of your marketing strategies and their impacts on the customers.

Sales Empowerment

Just imagine what could happen if your sales team has access to real-time event data like check-ins, booth visits, queries, etc. using the past event data with the current, you can have a really deep and engrossing conversation with your customers and potentials alike.


If you don’t know your history, how can you predict and prepare for your future? Collecting and merging your data about multiple events can help you make your future events more successful. This could mean anything from inviting the right people to your event, to asking for feedback and following up post-event and everything in between.


Once you have integrated your event data with your overall system, your need for manual predictions will drastically decrease which will mean less amount of errors and less chances of disruptions in future events.


Nowhere does it say that you can use your event data only after the event. Now, thanks to technology, you can share your data with your teams in real-time. This enhances collaboration, improvements, on-site decision making and so much more.

Time Management

If you automate the collection of your event data, you can free a huge chunk of your time to focus on other areas and strategies.