Events play an instrumental role in an organization’s trajectory to success. Apart from driving revenue, events also assist in building a solid community of connections that repeatedly return to the event year after year. However, one of the biggest challenges for event planners in this rapidly evolving landscape of businesses and marketing is attracting the right and new audience for their events. 

Successful lead generation for an event is a crucial factor influencing the event in question’s success. This endeavor is easier said than done, as a recent survey conducted by the Cvent-acquired Splash showed that nearly 32% of event marketers found it challenging to capture the right attendees’ attention. 

While there are many traditional ways of generating leads, Eventible, a third-party review platform for event organizers, can help leverage attendee insights, engagement metrics, and attendee feedback to turn event data into your next 100 sales-qualified leads. In this article, we shall look at how Eventible can help event organizers generate leads for their next event. 

How Can Eventible Turn Event Data into Your Next 100 Sales-Qualified Leads?

Event data is a treasure trove for event organizers in today’s ever-competitive B2B market. Events like conferences, trade shows, and webinars, among other B2B events, produce a plethora of information, from attendee registrations to potential content downloads or transfers. However, despite these opportunities, sometimes event organizers are not able to harness the data. That’s where Eventible’s AudienSeek feature comes to the rescue. 

Eventible’s AudienSeek eases the lead generation process by collating data and converting and interpreting them into pragmatic insights. Through this feature, event organizers can identify high-intent-driven users. For the uninitiated, high-intent-driven users in this context are the ones who register, set reminders, download content, or explore event reviews. In other words, turn them into high-quality Sales Qualified Leads (SQLs).

What are the Key Features of Eventible’s AudienSeek?

The key features of Eventible’s AudienSeek are as follows: 

i) Access to Engaged Prospects: 

First, we must understand who engaged prospects are to understand this feature. Engaged prospects are those attendees who constantly demonstrate an interest in the event in question by researching, reviewing, or comparing different events of the same category. 

For instance, if an attendee clicks on Google I/O and leaves a review there or goes to WeAreDevelopers and other events in the IT category, you know that they are not passive internet users who just randomly happen to stumble upon your event advertisements. Instead, they are potential attendees with a high intent to explore events within a specific industry, in this case, Information Technology.

This feature of AudienSeek is critical for event professionals as it helps bridge the gap between their event marketing efforts and the potential attendees who show an interest and likelihood of attending the events they find relevant and interesting. 

The platform taps into the behavioral data of users/attendees who visit Eventible to read reviews, study past experiences, and explore upcoming events. As these users are in the mindset of attending an event, they have a significant propensity towards converting into real-time attendees rather than someone who comes across this event via a generic social media advertisement or email campaign. 

Event marketers will now be able to focus on these “engaged prospects” and give them the right kind of nudge to register as against following traditional methods of relying on ads, social media, and email blasts to follow up with a broader audience who may or may not have an intention of attending an event anytime soon. 

ii) Accelerated Conversions

When it comes to event marketing, the biggest challenge is the long, arduous, and often unpredictable sales cycle. The traditional way of generating leads entails nurturing prospects over weeks and months, with little to no guarantee of them attending an event. Imagine all that effort for nothing! However, Eventible’s AudienSeek fastens this process by directly connecting event professionals with leads who are on the cusp of making a decision, thereby leading to the likelihood of prompter conversions and heightened efficiency. 

With the AudienSeek feature on Eventible, you target only those prospects who, according to their behavior analysis, are ready to decide, reducing constant back-and-forth endeavors between their “showing an interest” and “considering registering for an event” stages. This consequently means fewer efforts are required for a follow-up, and there are quicker paths to registration. 

All this ensures a higher ROI on marketing expenditure as event marketers will now save their money on ads targeting a broader audience and allocate budget only towards leads who are likely to convert. 

iii) Higher ROI: 

Ask any event marketer, and they will tell you that one of the biggest challenges they face while marketing their event is making sure that the budget is spent judiciously. Many event professionals opt for broad-reaching campaigns that involve paid ads, email campaigns, and social media promotions, to name a few. Once they have spent all that money, they realize that a large portion of their targeted audience never converted. Consequently, it creates a disparity between the costs and return on investment—high costs and low returns. 

With Eventible’s AudienSeek, event marketers can focus only on those leads with a high intention of converting. So, they end up spending less on outreach efforts that don’t work and on prospects who are highly interested in the events they are marketing. Doing this ensures their marketing expenditure is within the stipulated budget and that they receive a higher rate on investment. 

To explain this point better, let’s look at this example. An XYZ B2B marketing summit tends to spend $50,000 on social media advertisements targeting their targeted audience, which, in this case, would be marketing professionals. However, when it came to actual registrations, they realized that only 5% of these ads resulted in conversions, causing their CPA (cost per acquisition) rate to go up. On the other hand, after using the AudienSeek feature, they were able to reduce their ad spending by nearly 40% and increase actual registrations to 30%, thereby resulting in a higher ROI. 

This will help event marketers drive up their long-term audience engagement endeavors and lead to a high likelihood of repeated audience attendance. 

iv) Real-Time Lead Delivery

Real-Time Lead Delivery is the real deal when it comes to easy and quick lead conversions. According to a Harvard Business Review research, companies are seven times more likely to qualify for a lead if they respond within one hour. The quicker an event marketing team can reach out to a potential attendee/client and secure their registration, the lesser the chance of them looking at their competitor events. That is why it is imperative for event marketers to act quickly by either calling the attendee immediately or sending personalized follow-up. 

Traditional marketing endeavors like manually entering lead details, signing, or assigning team members to follow up result in unnecessary delays, which can cost them. With Eventible AudienSeek’s real-time lead delivery system, event professionals get notified when potential clients read a review or inquire about an event, causing them to instantly get in touch with them and save time and effort for an actual sales outreach.

For instance, At 10 am, a marketing director checks reviews of a significant tech summit. Your sales team gets notified through the AudienSeek feature and jumps at the opportunity to convert them. Doing so is simple if your sales team phones and sends them an email at 10:05 AM while they are still considering attending the event.

Benefits of Eventible’s AudienSeek Feature

Here are some of the ways in which AudienSeek can help.

1. Identify Key Actions That Indicate the Intent

On Eventible, attendee actions can help one gain valuable insights into what kind of intent they have for an event. For instance, if the attendee in question has repeatedly visited event pages or engaged in any event-related content, it automatically puts them in the high-level intent category. These attendees are highly likely to register for the event. That is why, event organizers must instantly target these users as high-priority leads. 

If the user downloads brochures or templates, adds events to a watchlist, or interacts with email campaigns, they fall into the medium-intent action category. When event organizers focus on high- and medium-intent users, they can optimize their outreach efforts, nurture their Sales-Qualified Leads, and increase their chances of converting them into high- intent attendees. 

When event organizers recognize these patterns, they can strategically decide whether their marketing and sales endeavors align with an audience that is most likely to respond to them and commit. 

2. Capture and Centralize Event Data

For one to make use of event data effectively to generate Sales Qualified Leads, it must be collected and stored in a structured way. Failing to do so will render it difficult to track relevant engagement metrics such as attendee registrations, content downloads, past reviews, event reminders, and other vital event data.

When event marketers use Eventible’s AudienSeek feature, they will be able to monitor and identify high-intent prospects by studying their behaviors. In the future, event data could also be integrated with CRMs to ensure an effortless data flow for tracking leads. This will provide flawless, clean, and organized data for efficient decision-making.

Integrating the data with a CRM will see to it that all lead data is collated in one place, easing the process of the marketing and sales teams tracking interactions. Doing this will ensure no time and effort is wasted manually entering the data, thereby reducing the chances of errors and saving time. Now that all the data will be in one place, it will be easier for event organizers to nurture the leads through time-bound, customized follow-up emails. 

3. Deliver Actionable Leads

One of the most significant event marketing challenges is generating actionable leads. What one means by actionable leads is qualified, high-intent event attendee prospects who are ready for engagement. Merely collecting contact information is not sufficient; delivering leads in an organized, well-timed, and sagacious way is what plays an instrumental role behind conversions.      

These “actionable leads” don’t just show an interest for a particular event. They are called so because these leads have been properly and effectively screened, evaluated, and augmented with valuable information to ensure the follow-up happens effectively. 

Eventible’s AudienSeek gathers data by tracking leads who register for an event, download event brochures, speaker lists, or whitepapers; those who set reminders, or calendar alerts for sessions, read and engage with event reviews on the platform, and participate in event-related discussions or networking. Once these leads are verified and analyzed through lead scoring models (with high-intent prospects getting high lead scores) and insightful tools, they are added to the database as actionable leads. 

With AudienSeek, sales efforts are thus more successful since actionable prospects are already interested and prepared to convert.  Marketing efforts concentrate on high-intent prospects rather than squandering money on low-quality leads. Follow-ups that are pertinent and timely help prospects progress through the funnel far more quickly. This way, sales teams spend more time closing sales and less pursuing unqualified prospects.

Key Takeaway

Anyone will tell you that data enrichment is extremely important for identifying high-intent prospects because not all event attendees are prepared to commit.  People who see several tasks to completion, which involve activities like registering, reading event reviews, downloading content, or setting reminders, should be given high priority because they show genuine interest.  

As an event professional, once you get this data, assign lead scores based on your prospect attendee’s event interactions. This way you will be able to distinguish active prospects from passive viewers and ensure your marketing efforts are directed toward those who are most likely to convert. 

A customized strategy works wonders here; mentioning particular actions in your marketing, such as review involvement or session interests, strengthens relationships and boosts conversions.

Also, create email sequences that bring prospects from mere engagement level to involvement level, providing customized content at each step, in order to nurture and convert leads efficiently.  High-scoring leads should be given priority for prompt sales follow-ups, and the other leads should be nurtured via automated processes.  

You can also track engagement metrics like email open rates and event reminder conversions, set up CRM alerts for necessary actions done by high-value prospects, and modify your strategy as required. The marketing and sales teams will need to work together to guarantee smooth follow-ups, which will eventually raise conversion rates and enhance event return on investment. This way, as an event organizer you will be able to transform your event engagement strategies into high-quality pipeline opportunities or your event data into your next 100 Sales Qualified Leads.