Access to audience data is becoming more restricted with B2B buyers preferring to remain anonymous until later in their purchase journeys, and this will only get worse as we see more closed ecosystems and browser and operating system restrictions. In this environment, B2B events represent an underutilized yet invaluable source of audience data.
In this two-part blog series, we’re going to start by looking at the value that event data represents, before discussing what you need to do operationally to start maximizing the value of it in the second blog.
The value of event data
Approached strategically, event data enhances attendee experiences, boosts event ROI and delivers broader organizational value. Here are eight ways you should think about using it:
- Measure event performance. One of most basic functions of event data is to measure performance, but rather than just focusing on simple ‘activity’ metrics can you measure the impact of the event through metrics such as new opportunities identified?
- Deliver more personalized attendee experiences. Attendees are demanding more personalized event experiences and data can help. Can you use data captured during registration to recommend event content or meetings? And remember to continue this post-event by using event engagement data to personalize follow-up communications.
- Optimize event execution. Analysis of pre-event registration data will help you respond to attendee accessibility requirements, while ‘at event’ data can help drive sustainability improvements by adjusting catering based on food waste data.
- Drive alignment with sales. Are you alerting sales when key accounts register for events? Are you adding event engagement data directly into your CRM so that sales can access and use it in real time to drive additional engagement? Post-event data analysis will also help identify next steps for sales.
- Enhance buyer profiles. In many cases marketers are relying on high level and outdated buyer profiles. Event data can help here by segmenting out key buyer personas and analyzing event engagement to understand what topics and content best resonated with them.
- Inform product development strategy. Events can offer a rich source of data for product teams. Analysis of engagement data for key user personas can identify unarticulated product needs, while demos of alpha or beta releases can capture crucial attendee feedback.
- Augment demand and ABM programs. Consolidating engagement data at the account level will deliver a deeper understanding of strategic accounts and help identify new opportunities. And remember events are also a great opportunity to capture crucial qualitative data such as the state of current provider relationships.
- Measure brand perception and customer satisfaction. Can you use event data to better understand how your brand is perceived? Ultimately, event data serves as a dynamic barometer helping you to adapt and foster positive brand perception.
In the next blog, we’ll look at how teams need to start partnering with RevOps on event tech selection, deployment and integration and the importance of defining a mature data capture and processing strategy for all your events. Forrester clients can access two new reports which go into this topic in more detail and also request a guidance session to start maximizing the value of their event data now!
