As marketers delve into the endless possibilities artificial intelligence (AI) offers to enhance their efforts, new advances in conversational AI are reshaping how extensive amounts of event data are interpreted and transformed. The latest intelligent event apps utilize AI and event intelligence (EI) to turn each attendee interaction into rich buyer insights. This approach not only saves marketers valuable time and effort but also drives business growth by providing deeper, actionable insights. From capturing initial interest to nurturing long-term advocacy, marketers need a comprehensive understanding of the strategies and tactics necessary to cultivate loyal brand advocates at every stage of the buyer journey.
Transforming Your Attendees into Advocates
The importance of fostering customer advocacy cannot be overstated, with recent studies finding that just a 12% increase in customer advocacy can bring 200% growth in revenue.
The benefits of bridging the gap from attendee to advocate are many, both for you and your advocates. The relationship that you build with your champions impacts immediate wins as well as long-term collaborations, including:
- Customer reviews
- User-generated content (case studies, testimonials, social media posts, photos, and videos)
- Improved NPS score
- Customer referrals
- Customer retention
- Reduced customer acquisition costs
- Customer loyalty
- Customer advisory boards and user groups
Customers with great experiences are 75% more likely to become advocates. By utilizing event engagement data to improve your attendee experience, you not only show them how important their needs and motivations are to your business, but you also provide them with a reason to want more – and spread the word.
Optimizing Your Buyer Experience with Event Insights
One of the most powerful benefits of an AI-powered event app is the ability to offer insights that help marketers optimize future event experiences. By analyzing historical data and current engagement trends, Touchpoint Ignite’s event intelligence engine can forecast attendee preferences, allowing organizers to proactively adjust their strategies to align with audience expectations. Below is an example of what that looks like in action.
Individual Attendee Level
Let’s say you’re a global cybersecurity company hosting a series of events. Jane, a security architect and super-user of your product often registers for your events, but only attends the hands-on workshops. She is competing in badge games and has indicated through polls and surveys that she would prefer to participate in sessions where she can learn-by-doing, rather than listening to a presentation.
Across a Series of Events
Utilizing Touchpoint Ignite’s engagement dashboards to analyze your last few regional events, you see that multiple buyers favored workshops over presentations, and badge game competitions had 93% participation.
Using conversational AI, you ask:
- What’s the most popular topic that attendees are downloading content on?
- What were the top 3 most viewed videos at my last event?
- What sessions had the most attendance amongst security architects?
You find that most of your buyers are viewing videos and downloading assets specifically on cloud security, and attendance amongst your target audience is highest for workshops.
Taking Action
With a deeper level of insight, it becomes clear that hands-on workshops on cloud security with a competitive spin would resonate (not only with Jane), but with her peers as well. You offer Jane an early bird discount code to register for your upcoming capture-the-flag event on cloud security, showing her that not only do you understand her needs and interests, but you are willing to apply that to creating an exceptional experience for her.
Jane and the various buyers who showed interest in this type of event and content are now spreading the word through social media and word-of-mouth about your event, and Jane has even offered to do a video case study about the benefits of using your products to prevent cloud-based cyber-attacks.
Continuing Excellence – A Journey Worth Championing
Beyond providing an exceptional experience, offering attendees-turned-advocates opportunities to contribute to your product or service through customer advisory boards and user groups fosters a mutually beneficial relationship that drives them to advocate for your brand.
It’s important to keep in mind that customer advocacy is not just a one-off effort, but a continuous process of nurturing and engaging your buyers. Leveraging Touchpoint Ignite allows you to continuously assess how your buyers are engaging, providing your marketing, sales, and customer success teams with an ongoing flow of insights to refine interactions and experiences for each individual advocate.
Are you looking to master buyer engagement for your events to help you drive greater revenue and results? If yes, schedule some time with one of our event professionals to see how our AI-powered event management software can help you transform your attendees into advocates.