Marcella: Hello and welcome, everyone! We’re so glad you could join us for today’s session on activating intent data from events. I’m Marcella Richie, a Senior Event Marketer and Strategist, and I’m joined today by my co-host, Page Trimble. Page is a Senior AE and Event Tech Strategist with CER. How’s it going, Page?
Page: Hey, Marcella! Happy to be here. Coming from the sales side, I’ve really seen firsthand how impactful event data can be when it’s leveraged correctly. So, I’m excited to dive in and share some key strategies for turning event data into a competitive advantage.
Marcella: Thanks, Page. That’s such a good point. Just collecting event engagement data isn’t enough, right? It’s what you do with that data that really makes a difference. And that’s exactly what we’re going to talk about today.
Marcella: Let’s take a look at what we’re covering. First, we’ll briefly define event intent data so we’re all on the same page when it comes to activating intent data from events. Then, we’ll walk through the pre-event phase and offer strategies to set you up for success. After that, we’ll dive into capturing buying intent during the event and share ways to take meaningful action with your buyers. We’ll also discuss how to activate intent data after the event for sales follow-up and share best practices. Finally, we’ll wrap up with a Q&A, so feel free to drop any questions you have throughout, and we’ll address them at the end.
Marcella: But before we jump into turning signals into sales, let’s talk about why it’s so important to connect your events to results. Many marketers still struggle to prove event ROI, which I’m sure sounds familiar to a lot of you. Why is that? It’s because event data is often incomplete, fragmented, or not integrated into CRM and marketing automation tools, making it hard to connect engagement to actual revenue.
Page: Right, exactly. Teams often miss key insights, either underutilizing data or getting lost in all the noise. What sets high-performing teams apart is the ability to capture, interpret, and act on real-time event signals. And that’s what we’re here to show you today—how to capture high-value engagement signals before, during, and after your event, activate those signals for targeted follow-up, and use AI-powered insights to prioritize outreach and optimize future events.
Marcella: But first, let’s hear from you! We’d love to do a quick poll. The question is: When it comes to turning event engagement into revenue, what’s your biggest challenge? We’ve got four options for you, so please select the one that best matches your current challenge. We’ll take a moment here while we wait for your responses.
Page: Looks like there’s a tight race here. Okay, this is great feedback! It seems like most of you are not using event data at all to drive sales. Welcome! That’s exactly why we’re here today. The key to proving event ROI isn’t just tracking who attended—it’s understanding their buying intent and knowing how to act on it. So, Marcella, let’s break down what event intent data is and how it differs from general event metrics.
Marcella: Great idea. Intent data refers to the signals attendees exhibit before, during, and after an event that indicate their purchasing intent. It goes beyond just tracking general event metrics and assesses who is most likely to buy based on meaningful interactions. Valuable intent signals from events can include session registration, attendance, and engagement levels. For example, did they register for a specific session? Are they attending multiple product demos?
Page: Exactly! Other intent signals might be poll responses, surveys, and Q&A interactions. For instance, if they ask about specific features or pricing, that shows stronger intent than just attending a session. Other signals could include booth visits, networking behavior, and app usage—like requesting a one-on-one meeting or reading your post-event follow-up email.
Marcella: So not all engagement is equal, right? Someone asking about pricing is showing much stronger intent than someone who just watches a keynote.
Page: Right, and if we can track these behaviors in real time, we can take action immediately!
Marcella: Exactly! Now that we understand the importance of intent data, let’s walk through how to build the perfect event strategy to capture and activate it. This all starts before the event, right? Pre-event planning is critical—not just for organizing logistics, but also for ensuring we’re tracking the right intent signals and setting sales up for success. Page, from a sales perspective, what’s the biggest opportunity that teams are missing in this phase?
Page: One of the biggest gaps I see is not thinking beyond just the individual attendee. Events don’t just attract a single buyer—they engage an entire buying group. If we only track one contact from an account, we’re missing the full picture of who’s involved in the decision-making process.
Marcella: Yes! This is a big shift in how we approach event data. Instead of just looking at leads, we need to think account-first. That means identifying and segmenting the entire buying group before the event.
Page: Exactly. So let’s talk about categorizing different levels of buyer intent to ensure we’re tracking the right people.
Marcella: Sure!
Page: First, we have high intent—people asking for pricing, multiple decision-makers from the same account, or demo requests. Then there’s mid-level interest, like attendees targeting specific sessions or engaging with industry-specific content. Lastly, low intent—like passive networking or general engagement.
Marcella: Right, we’re obviously looking for those high-intent prospects! So with that clear picture, let’s talk about how AI can help.
Page: AI is game-changing because it takes the guesswork out of event follow-up. It helps us identify high-intent attendees, prioritize outreach, and personalize engagement at scale, so sales teams can focus on the right prospects at the right time.
Marcella: Let’s look at some AI-powered solutions for attendee targeting and outreach. First, AI can identify high-value attendees based on past event behavior and website interactions. It can tag high-intent sessions and engagement triggers—like attending a product-focused session or reviewing a demo video. Then, AI-powered email and ad campaigns can be deployed to target accounts with personalized messages, and predictive analytics help prioritize outreach.
Page: You can also use dynamic registration forms to capture valuable information and tailor the attendee experience. This data can inform AI-powered session recommendations, making the event more relevant and personalized.
Marcella: Exactly! And by setting up intent tracking early, we’re not just collecting data, but shaping the whole attendee experience in a way that drives meaningful conversations.
Page: Next, we have event data readiness and CRM integration. It’s crucial to ensure seamless data integration between your event management CRM and marketing automation tools so all your data flows to where it needs to go for sales to take action. Real-time dashboards and triggers are also key to taking action in real time on high-intent signals during the event.
Marcella: Sales and marketing alignment is crucial, too. Page, can you speak to that?
Page: Absolutely! Getting your sales and marketing teams aligned early ensures you’re working in lockstep to identify and take action on high-intent event leads. You’ll be feeding the right information to the right people, which makes a huge difference for your attendees.
Marcella: Right, and once the event starts, we have this golden opportunity to capture buying intent in real-time—but it’s important to know what to track and when to act. Page, can you shed some light on this from a sales perspective?
Page: Sure! Real-time engagement tracking is a game-changer because it helps us identify high-intent attendees while they’re still engaged. Event app touchpoints—like session check-ins, booth visits, and content consumption—give us key data. For example, if a prospect participates in a live poll and expresses interest in your solution, that’s a buying signal. AI-powered tools translate that engagement into actionable insights for sales teams.
Marcella: This is a great way to track engagement in real-time, and it empowers sales teams to act quickly.
Page: Let’s wrap up by looking at the post-event phase. This is where the real magic happens—activating that data into pipeline-driving action. Marcella, can you talk about the shift from traditional event follow-up to real-time, data-driven engagement?
Marcella: Sure! The key to post-event follow-up is speed and relevance. 78% of B2B customers buy from the vendor who responds first, so it’s critical to act quickly. But personalization is just as important. Sales teams need to understand the role of each attendee within the buyer group and tailor their outreach accordingly.
Page: Exactly! Speed to lead combined with an informed, tailored approach is what sets you apart. The dream scenario is when high-intent accounts go straight to sales with personalized outreach based on their engagement.
Marcella: With AI-powered event intelligence, you can prioritize leads, personalize follow-up, and optimize future event strategies.
Page: And that’s how Certain AI can help turn engagement data into action.
Marcella: So, before we wrap up, let’s check in with the audience again and see how you’re handling event engagement and intent data.
Page: Let’s do another quick poll! When are you currently capturing intent data from your event attendees? We have four options—feel free to answer!
Marcella: Looks like many of you aren’t currently capturing event intent data, but hopefully, you’ve picked up some useful tips today to take your event data to the next level.
Page: We know we’ve covered a lot in a short time, so let’s quickly recap. Pre-event success starts with identifying buying groups, using AI to target high-value accounts, and personalizing the attendee experience. During the event, track intent in real-time, prioritize leads, and empower sales to take immediate action. Post-event, fast follow-up is key, with personalized outreach and predictive analytics to continuously improve your event strategy.
Marcella: Exactly. Events are not just a marketing channel—they’re a powerful sales tool. When you capture and activate intent data correctly, events fuel your entire pipeline, accelerate deals, and connect with the right buyers at the right time.
Page: And with Certain’s AI-powered event intelligence, you can do just that.
Marcella: Thanks, Page! That’s a great point.
Page: Thanks, Marcella! It’s always a pleasure.
Marcella: Thank you to everyone for joining us today! If this resonated with you, let’s continue the conversation. Visit our website and schedule a demo with our team—maybe you’ll even get Page! And don’t forget to connect with us on LinkedIn for updates and subscribe to our newsletter.
Page: Thanks, everyone! It’s been a pleasure, and I hope to see you again soon!
Marcella: Goodbye, and thanks for your time!
