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  • Writer's pictureSegment Agency

More than Alignment: Leveraging Mar-Tech, Event-Tech and CRM Systems for Event Marketing Success

The world of digital and event marketing can be a whirlwind. As things continue to shift (and

quickly), the integration of marketing technology, event technology, and CRM systems has

become a cornerstone for success in event marketing. The rapid advancement of these

technologies has brought about a revolutionary change in our approach to event marketing

strategies - and the synergy between them not only enhances attendee experiences but also

drives remarkable business outcomes.

Marketing technology provides us with innovative tools to engage with our target audience more effectively, while event technology has become indispensable in creating immersive and interactive experiences. The integration of robust CRM systems ensures a seamless flow of attendee information, enabling us to deliver personalized experiences and foster long-lasting relationships - as well as more accurately measure the effectiveness of our efforts. The integration of this technology is not just a trend but a necessity in today's event marketing ecosystem, empowering us to deliver more value and ensure campaigns and events that resonate deeply with our target audiences.

Recent Trends and Advancements in Marketing Technologies

The rise of new marketing technologies has been nothing short of groundbreaking, with AI and machine learning leading the charge. The global market revenue forecast for AI in marketing by 2028 is $107 billion. These technologies are revolutionizing personalized marketing by enabling brands to deliver highly targeted content. This surge in AI adoption highlights its critical role in understanding and anticipating customer preferences with unprecedented accuracy.

Likewise, the emergence of omnichannel marketing has redefined consumer engagement.

Omnichannel strategies integrate various communication platforms, ensuring a seamless and consistent brand experience across all touchpoints. This approach is vital as it aligns with the customer's journey, leading to higher engagement and loyalty. The role of analytics and big data in marketing also cannot be ignored. They are pivotal in decoding complex consumer behavior and preferences. Advanced analytics enable marketers to delve into vast datasets to extract actionable insights, leading to more effective and efficient marketing strategies. This level of insight and foresight exemplifies analytics and big data's

profound impact on shaping modern marketing.

Event Technology Innovations

Event technology has also been rapidly maturing, with innovations such as virtual and

augmented realities (VR and AR), mobile event apps, and live streaming transforming the

landscape of digital engagement.

Virtual Reality (VR) primarily focuses on creating a completely immersive experience,

transporting users to different realities and allowing them to interact within a virtual environment. This technology is particularly effective in engaging multiple senses, such as vision, hearing, and touch. On the other hand, Augmented Reality (AR) blends virtual content with the real world, enhancing the user's perception of their physical surroundings. AR can be accessed through devices like smartphones, tablets, or specialized AR glasses, whereas VR generally requires dedicated headsets with controllers and other tracking devices. Both technologies have diverse applications across industries such as gaming, education, retail, and healthcare, offering unique solutions and experiences.

Mobile apps have also become increasingly indispensable. These apps serve as a central hub for event attendees, providing essential information like schedules, speaker bios, and venue maps. They also offer interactive features such as live polling, Q&A sessions, and networking opportunities, enhancing the attendee experience. For organizers, mobile event apps are a robust data collection and analysis tool, offering insights into attendee behavior and preferences. This real-time feedback is invaluable for making on-the-fly adjustments and

improving future events. Mobile apps also facilitate personalized communication, allowing

organizers to send targeted messages and notifications, increasing engagement, and ensuring attendees have all the information they need at their fingertips.

Live streaming and digital engagement tools have also revolutionized the event industry by

significantly expanding event reach and accessibility, thanks to the ability to transcend

geographical boundaries. This increases the event's potential audience size and enhances

inclusivity for those unable to attend in person. Digital engagement tools like chat rooms, live

tweeting, and virtual Q&A sessions create interactive experiences for online attendees, fostering a sense of community and participation. Additionally, integrating social media platforms with live streaming can amplify the event's visibility and reach, encouraging broader audience participation and engagement. This approach to event management extends the content's lifespan and provides valuable analytics and data that can be used to gauge attendee engagement and measure the event's overall success.

Far from being just an offshoot of the pandemic, live streaming and virtual events have always been an incredibly viable way to reach a wider audience—and they will be around for a while. While some companies may prefer in-person events, and some campaigns may legitimately warrant it, there remains a place for virtual events—as long as they reflect your brand's overarching event/marketing strategy and make sense for the intended audience.

With the right blend of event technologies, you can greatly enhance attendee engagement and offer well-rounded, immersive, and personalized experiences that were previously unattainable.

CRM Systems – The Backbone of Successful Event Marketing

CRM systems are increasingly recognized as the backbone of successful event marketing,

offering a cohesive framework for integrating various marketing and event technologies.

Integrating CRM systems with marketing efforts leads to better targeting and improved customer experiences. By leveraging CRM data, marketers can segment their audience more effectively, ensuring that marketing campaigns are tailored to the right audience, which can lead to higher conversion rates and increased revenue. A well-integrated CRM system provides essential tools and insights for precise audience targeting.

Integrating CRM automation with marketing efforts can also help create a seamless customer journey, delivering consistent and personalized messages across different channels. This unified approach enhances customer experience, fostering loyalty and brand advocacy. It also streamlines the sales process, driving more qualified leads and increasing revenue.

Best practices for integrating CRM automation with marketing include:

● Defining clear goals and objectives

● Understanding the target audience

● Analyzing data

● Selecting the right tools and technologies

● Creating a comprehensive plan

● Ensuring alignment between sales and marketing

● Developing a testing and optimization strategy.

These steps help ensure that CRM systems and marketing automation work in tandem,

maximizing efficiency and effectiveness in marketing strategies.

The integration of CRM with marketing automation also offers several benefits, including:

● Better visibility for marketing and sales teams

● Shortened sales processes

● Consistent messaging

● Unified data management

● Enhanced pipeline management

● Minimized human error

When CRM and marketing automation work together, they provide a more streamlined process to convert prospects into qualified leads more quickly and effectively. By following best practices for integration and leveraging CRM data, businesses can optimize their marketing efforts, providing a more personalized and effective customer experience .(Bonus Tip: HubSpot has some practical workflows to manage event-sourced pipeline, including contact list segmentation, event tracking, etc.)

Aligning Marketing Technologies, Event Technologies, and CRM Systems

Aligning marketing technologies, event technologies, and CRM systems should be a strategic imperative for modern businesses aiming to excel in event marketing. The integration of these systems should be approached with a strategic plan, emphasizing clear goals and objectives tailored to your audience. Best practice strategies for being successful in this integration involve:

● Understanding and segmenting your audience effectively

● Leveraging data analytics for targeted marketing efforts

● Choosing compatible tools that offer seamless integration capabilities

But remember that alongside these technologies, aligning sales and marketing teams is also

crucial to ensure a unified approach and consistent messaging across all platforms. Continuous testing and optimization are key, with regular reviews to assess the effectiveness of campaigns and adjust strategies as necessary.

To measure the success of these integrative efforts, relevant Key Performance Indicators (KPIs) and metrics are vital. Typical KPIs may include:

● Conversion rates

● Customer engagement levels

● Event attendance and participation metrics

● Lead generation and qualification rates

● ROI from marketing campaigns

By regularly monitoring these KPIs, you can gain valuable insight into the effectiveness of your integrated strategies, allowing for continuous improvement and adaptation in an ever-evolving digital landscape. This strategic alignment and measurement will not only enhance the efficiency of marketing efforts but also significantly contribute to your business's overall success and growth.


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