Expert Post: How to Blend Events with Broader Marketing Strategies to Drive Serious Business Outcomes

Events are no longer standalone activities—they are integral components of a successful marketing strategy. As businesses seek to engage more meaningfully with customers and prospects, blending events with broader marketing efforts ensures consistency, impact, and measurable ROI. 

This approach was exemplified at Event Tech Live (ETL) London 2024, where modern event technologies, such as fielddrive’s suite of tools, empowered exhibitors to elevate their onsite experiences and drive serious business outcomes.

Let’s explore how to align events with broader strategies and see how tools like the fielddrive Leads can enhance results.

1. Align Event Goals with Broader Marketing Objectives

To make events impactful, businesses must clearly define how they fit into their larger marketing strategy. Are you looking to generate leads, build brand awareness, or strengthen customer relationships? Each goal should align with your broader KPIs.

Why This Matters:

• Lead Generation: Events are 52% more effective than other marketing methods for lead generation, according to Hubspot 2023.

• Pipeline Acceleration: HubSpot’s 2024 report highlights that face-to-face meetings make prospects 30% more likely to move forward in the sales funnel.

At a recent customer event, exhibitors using fielddrive solutions reported greater success in aligning event objectives with their marketing plans, thanks to tools like real-time lead qualification and seamless CRM integrations.

2. Enhance Onsite Engagement Through Technology

Onsite engagement can make or break an event’s success. Attendees now expect tech-enhanced experiences that are efficient, personalized, and interactive. This is where fielddrive excels.

fielddrive Solutions at Work:

• Efficient Badge Printing: With fielddrive’s onsite badge printing, attendees spend less time at registration and more time engaging.

• Attendee Tracking: Using fielddrive technology, event organizers can monitor attendee behavior to understand which sessions, booths, or activities drove the most engagement.

• Lead Retrieval App: fielddrive Leads was a standout at a recent event in London. Our cutting-edge lead retrieval app enabled exhibitors to capture attendee data with a simple scan, qualify leads in real time, and tag conversations for effective follow-ups.

‍Success Metrics:

• Exhibitors using the Lead Retrieval App reported a 20% increase in qualified leads at this event.

• Real-time lead tagging reduced post-event admin time by 40%, enabling faster outreach.

By leveraging these tools, businesses ensured their onsite efforts were directly contributing to their broader marketing and sales goals.

3. Integrate Event Data with Marketing Automation Tools

One of the biggest challenges in event marketing is bridging the gap between onsite engagement and post-event follow-up. fielddrive addresses this by enabling seamless integrations between event tools and CRMs or marketing automation platforms.

Benefits of Integration:

• Real-Time Data Sync: Leads captured with the fielddrive Leads are automatically synced to CRMs like Salesforce and HubSpot.

• Lead Scoring: Integrations enable immediate lead scoring, ensuring that high-priority prospects are followed up quickly.

• Customized Campaigns: The data collected at events can be used to personalize post-event email campaigns, improving open rates by 26% (Statista, 2024).

Exhibitors who had used fielddrive tools with their marketing platforms saw a 35% improvement in follow-up efficiency and better alignment between sales and marketing teams.

4. Measure ROI to Prove Event Success

Events are significant investments, and their success should be backed by data. Metrics such as cost per lead, engagement rates, and conversion rates are critical. FieldDrive solutions make ROI measurement more accurate and efficient.

How fielddrive Helps:

• Real-Time Reporting: fielddrive Leads provides exhibitors with real-time insights into the number and quality of leads collected.

• Engagement Analytics: Tools like attendee tracking allow organizers to assess which sessions or exhibits were most impactful.

Case Study:

At the event in London, an exhibitor using fielddrive reported:

• 50% reduction in manual data entry errors compared to traditional lead collection methods.

• A 15% increase in their post-event conversion rate due to faster, more targeted follow-ups.

5. Leverage Events for Long-Term Marketing Impact

Events don’t just provide short-term gains; they can also fuel long-term marketing efforts. By repurposing event content, analyzing attendee data, and nurturing leads, businesses can extend the value of their investment.

Actionable Strategies:

• Content Marketing: Use event insights to create blog posts, whitepapers, or case studies.

• Account-Based Marketing (ABM): Segment leads collected at the event for personalized campaigns targeting high-value accounts.

• Social Proof: Share success stories from the event, such as testimonials or statistics, to build credibility.

fielddrive’s technology ensures that all event data is actionable, enabling businesses to stay engaged with prospects long after the event ends.

Blending events with broader marketing strategies ensures consistency, efficiency, and measurable outcomes. fielddrive solutions transform events into powerful business drivers by:

• Enhancing onsite engagement.

• Streamlining data collection and integration.

• Enabling effective follow-ups and long-term engagement.

As demonstrated, exhibitors who embraced these technologies not only achieved their event objectives but also strengthened their overall marketing efforts. By investing in the right tools and strategies, businesses can turn events into catalysts for serious growth and ROI.

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