The Marketing Automation recipe for your event!

How can Marketing Automation improve my event strategy? For many marketers, organizing events is a standard feature of the annual agenda. Organizing an event, even for one day, is a time and energy-consuming job. The preparation often starts months in advance, followed by "the moment supreme" and, last but not least, the follow-up! Numbers don't lie, events are a proven method to gain brand recognition. This results in more traffic, more leads and often (in the long term) new work. It is not surprising that marketers spend a lot of time on events, but that can be done more efficient! How do you attract more visitors, ensure more truly valuable leads and organize your lead follow-up?

You probably have already set out a strategy for your event. Awesome! Now, add some Marketing Automation at every step and a little content! Congrats, you have successfully implemented marketing automation in your existing event marketing strategy. With Marketing Automation, online and offline activities no longer lead a separate life. You ensure a well-integrated customer journey in all phases: preparation, implementation and during the follow-up of the event.

More attendees for your event

Do you want more applications? Reduce the no-show to less than 5% and that people visit your stand or become enthusiastic about your seminar? Ensure attractive communication in advance: one-on-one focused on your target group, instead of a mass e-mail. Creating relevant content and sending relevant emails to the right people is easier with Marketing Automation than you think, and leads to better results.

3 Tips to attract more visitors to your event with less effort!

  1. Invest in developing good target group lists. Determine based on which characteristics you want to segment, for example, based on location, interest or function. Marketing Automation then (retroactively) places your target groups in the right list.
  2. Produce relevant content that you align with the market segments that you have divided into lists. Which motives apply to them to come to the event? What are they interested in? Make your personas tangible and ensure that you align your message with your target group. Personalize your content for each list.
  3. Schedule the relevant e-mails and push messages based on a well-thought-out workflow. With this you automate several time-consuming activities and you can also see whether your efforts lead to the desired effect and adjust if desired.

Generate more leads during an event

Generating leads: "Can Marketing Automation help with that?" Absolutely! Entering all of the business cards manually in a CRM is a thing of the past. With Marketing Automation you can speed up and facilitate this process. How?

3 tips to generate more leads during your event

  1. Open a form on a computer or iPad during the event where visitors to the event can leave their contact details. This allows you to send a follow-up mail with a link to the correct landing page where they can fill in a form, all this information is then immediately fed back to your Marketing Automation system.
  2. Consider which information you need from your visitors to be able to serve them with relevant information in the future. You can add endless options to the forms, such as: at which event this lead filled in the form, where his interests lie, or even what you have discussed!
  3. Based on the answers on the form you can ensure that the software automatically adds your lead to the right list, receives a (personal) mail from the right contact person and receives relevant information based on his or her interests.

A good lead follow-up after your event

How you process the information that visitors leave behind is crucial for the desired result of your follow-up. With Leadnurturing you ensure that the appropriate information reaches the right people.

3 Tips to properly organize your lead follow-up

  1. Develop a so-called drip campaign that evokes the recognition of the event and, on the other hand, meets the needs or interests that were made known during the event. You can design the drip campaign so that you have different consequences for each interaction. If the lead mainly clicks on one specific topic, he/she will appear in a new list and the offered information will be adjusted.
  2. Link a lead score to every interaction with the lead (clicks, downloads, views or registration). The lower the score, the less "ready" the lead is for a sales conversation. The leads with a lower score are initially processed with drip campaigns, which help to increase the lead score.
  3. After an event, you want to know what your efforts and investments have yielded. By linking leads with a campaign, you can easily see how many leads you have generated, with what costs and of course; which of those leads have been converted to customers. You can use this information to calculate the ROI of your efforts and predict how you can organize your next successful event in the future. Or rather: you optimize your recipe through the experiences you gain!

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