Creating a successful B2B event strategy is no small feat. Event marketers face the challenge of not only creating exceptional events, but also ensuring that each event leaves a lasting impression on the attendees while fostering engagement. With 73% of marketers increasing event budgets in 2023, the pressure to deliver meaningful results and easily measure ROI has never been higher.
Here’s how you can meet these demands and master B2B event strategy by leveraging data orchestration and event intelligence to optimize attendee engagement.
Strategize the Role of Data Orchestration in B2B Event Creation
Data is at the core of modern event management, and the ability to harness and orchestrate this data is key for B2B marketers. From pre-event planning to post-event analytics, strategizing how to drive and capture valuable engagement is the first key step in ensuring that they have access to the right data at the right time.
From there, utilizing data orchestration ensures a cohesive flow of information, transforming that raw event data into reliable and actionable insights. As a result, marketers gain a holistic view of attendee trends and sentiments across individual and a collection of events, enabling them to make informed decisions throughout the event lifecycle.
Leverage Intelligent Event Management Software for Streamlined Operations
According to a survey, 26% of event marketers cite a lack of human resources as a primary challenge, highlighting the need for tools that streamline operations and reduce manual workloads.
Utilizing intelligent event management software has become indispensable for B2B marketers in streamlining event creation, content, and follow-up. Solutions like Certain go beyond event logistics, using AI and event intelligence to collect, organize, and analyze key metrics, such as attendee behavior, session engagement, and lead generation. By effectively managing event data, marketers can uncover actionable insights in a matter of minutes, and tailor future events to resonate better with their target audience.
Maximizing Attendee Engagement with Event Apps
A key component of successful event creation is ensuring attendees remain engaged. This is where event apps shine. From live polling and Q&A sessions to personalized schedules and social feeds, event apps offer numerous ways to keep participants connected and engaged throughout the event.
An event app not only improves attendee experience, but also allows marketers to collect engagement data in real time, tracking how users interact with different event elements. With this data, B2B marketers can refine their strategies to create more impactful events.
Transforming Event Data into Actionable Insights
While collecting data is essential, transforming that data into actionable insights is where the real value lies. After the event, marketers often face a mountain of raw data—ranging from registration information to session feedback. However, without proper tools, it could take days or weeks to derive meaningful insights.
AI-powered solutions like Touchpoint Ignite enable the swift conversion of raw data into a clear understanding of attendee behavior. And with Ignite’s conversational interface, B2B marketers can rapidly analyze engagement data to uncover engagement patterns and trends. enable the swift conversion of raw data into a clear understanding of attendee preferences, helping marketers optimize future event strategies.
The Power of Event Intelligence
Event intelligence refers to the advanced analytics derived from combining data collected during events, giving marketers a 360-degree view of attendee behavior and allowing them to craft more personalized and effective marketing campaigns post-event.
Certain’s event intelligence platform provide dashboards that display valuable metrics like session popularity, content downloads, and attendee feedback, offering a clear view of what worked and what didn’t. This helps marketers make informed decisions to improve event formats, content, and promotion strategies.
Mastering B2B Event Strategy with Engagement Data and Technology
Mastering event strategy in the B2B world requires more than just good planning—it requires data-driven insights, the right event management software, and quality attendee engagement. As budgets for events continue to increase and AI integration becomes more prevalent, the potential for innovation in event marketing is limitless. By leveraging these tools, B2B marketers can create memorable, impactful events that deliver measurable results.