atEvent Blog

How to Make Your Event Lead Capture Work for You and Not Get in the Way

Best Practices | Lead Capture | 9 min read

We get it. Your team goes to events to connect with leads, not deal with clunky interfaces, spotty WiFi, and a long list of qualifying questions. All these things get in the way of engaging potential customers.

INBOUND19 Recap: New atEvent Mobile App Gets Battle-Tested

Lead Capture | Product | 2 min read

atEvent’s latest mobile version was battle-tested at INBOUND 2019 and then some! We’re proud to say that for the second year in a row, atEvent was the featured lead capture solution at INBOUND. 

Inbound Marketing at Events and Conferences - Contradiction or Opportunity?

Best Practices | Lead Capture | 4 min read

This article is a guest contribution from HubSpot, published with permission.

If you've been reading the HubSpot blog, you know there's a great deal of talk about inbound marketing and the ineffectiveness of outbound marketing techniques like direct mail, cold calls, and trade shows... and yet, HubSpot organized and sponsored the first-ever Inbound Marketing Summit a few years ago. Contradiction?

Not quite.

What's interesting is -- in an increasingly inbound marketing world, where buyers are ignoring marketing messages and instead going to the Internet to do their research -- there are still conferences, conferences, and more conferences even within the niche topic of inbound online marketing. So what's going on here?

 

How to Craft a Great Follow-Up Email for Event Leads

Best Practices | Lead Capture | 8 min read

First impressions are indeed “everything” but to say that second impressions are “nothing” is short-sighted, to say the least. The quality of your post-event follow-up will determine whether or not you’re able to continue a productive line of communication and win accounts. To capitalize on all your hard work your post-event messaging should be consistent with the information you’ve made known to your leads before and during your event, but more importantly, you’ll want to write with purpose. After filtering out garbage leads from an event, there are two types of leads: sales-ready and nurture-required. In this article, we will break down how to craft a great follow-up email for both types of event leads. For both follow-up emails, you’ll need to hone in on three ingredients: Timing, Personalization, and Engagement.

 

How to Rock Your Pre-Event Email Strategy

Best Practices | Lead Capture | 9 min read

In 1969, the first message was sent from computer to computer, and since then email has stood the test of time, and is still considered one of the best customer communication channels. Face-to-face events are certainly a crucial part of any event marketing strategy, especially for gathering explicit buyer signals from accounts and prospects, but the first opportunity you have to speak to your audience is usually through email before the event. The average person receives an aggravating amount of emails daily as it is, so it’s important that your message stands out from the pack. In order for your pre-event email strategy to create quality event lead opportunities, you need to nail down four key components; content, personalization, call-to-action, and timing.

 

Getting the Most Out of Your Events Within Events

Best Practices | Lead Capture | 3 min read

Savvy B2B organizations are always looking for ways to accelerate the sales pipeline. One highly effective tactic is creating an event within an event, which could be a pre-event breakfast, a cocktail hour, or a demo or breakout session at a conference. These smaller events within events provide your sales team with vital face time with target accounts and other high-value prospects. By borrowing tactics from your digital marketing playbook, your business can turn these events within events into opportunities to not only build goodwill with these accounts, but capture data to help accelerate your sales velocity. Here’s how it should look:

Reframing How We Look at Events: Using the Right Metrics to Evaluate Performance

Best Practices | Event Analytics | Lead Capture | 5 min read

 

Data is King, and events are the castle. Each event your company attends or sponsors has numerous touch points that provide you with valuable data waiting to be tracked and used to inform your strategy. According to The Freeman Data Benchmark Study, savvy marketers see the value in event data, with 89% of marketing leaders using customer collected data to make strategic decisions. However, this data can do much more, and for every department involved with your events. To get the most of your event data, we can no longer be thinking of events as a cash grab for leads. When we follow that kind of mental approach to our events, we end up convincing ourselves we have a bag full of hundred dollar bills when in reality our bag gets filled with a lot of monopoly money. Instead, we need to flip our view of events and reframe our thinking to be more data driven and value quality over quantity. The new way of looking at events is as a means of collecting lead data, not contacts.

5 Steps to Accelerate Sales Velocity from Events with HubSpot

Best Practices | Event Analytics | Lead Capture

Marketing professionals are often looking to improve their events strategy and find the tools and resources that can give them the best return on their hard work. atEvent CEO, Uzair Dada was recently asked to contribute to this subject matter for the HubSpot blog. In his post, he covers how Marketers can connect their lead capture tool with HubSpot to take necessary steps to accelerate their sales velocity.