Marketing Automation Has Yet to Reach Full Potential at Events

Best Practices | 2 min read

Last year alone, companies spent over $300 million on marketing automation tools and identified marketing automation as a top priority investment area over the next 12-24 months. And the momentum doesn't seem to be slowing down anytime soon!

Some researchers predict that by 2020, as a result of continued marketing automation adoption, companies will manage 85% of their customer relationships without actually talking to a human being!

While marketing automation remains a major priority for marketers, less than 20% indicated that they are fully integrating marketing automation into their current sales and marketing initiatives, including at events.

atEvent General Manager Alex Lee recently weighed in on this topic:

"Despite the fact that companies are leveraging marketing automation in virtually every aspect of their marketing and sales strategies, we were surprised to see that this level of adoption has yet to occur in the event space. Marketers need to start leveraging event apps that are fully integrated with their preferred CRM and marketing automation tools so they can capture critical prospect intelligence, and then quickly and easily close leads once the event is over."

* Alex Lee is the General Manager of leading mobile event app solutions company atEvent. With more than a decade of experience in the interactive marketing, lead gen and mobile industry, Alex leads the organization's business and corporate development activities. Alex holds degrees in Management Science & Engineering and Computer Science from Stanford University.