With the 2018 event season in full swing, many marketers are in full sprint mode as they face the challenge of implementing the best strategies, campaigns and tactics they designed to turbo boost results at their global events. Events can be a double-edged sword as they are an invaluable opportunity to connect with customers, prospects and partners—but only if they’re done right.

With the overwhelming number of conferences, panels and happy hours taking place in a given event cycle, the personalization factor is a marketing must. Understanding attendees’ personal interests is critical to standing out and marketing to all of these individuals.

This year, we’ll see event marketers start to mix everything from data and new tech to influencers and speakers to create a personal experience throughout the cycle of an event. After all, marketers should take advantage of face-to-face engagement since it is the number one opportunity to accelerate and convert for revenue teams. Josh Steimle, author and founder of Influencer Inc., noted that it’s important to understand if an attendee wants to network and connect with peers or if they prefer to find vendors.

Marketers need to understand if attendees are interested in speaking with presenters, are just there for the afterparties or would prefer to have discussions in smaller groups. Event technology vendors can provide immeasurable value by implementing this level of personalization so that each attendee walks away with a customized experience. Think of the event lifecycle in three phases: pre-event, during event and post-event.

By capturing behavioral context across each phase, marketers can start to use data in more practical ways. For example, marketers can identify the prospects who express interest in a product by attending a relevant content session in conjunction with seeing a booth demo to determine those that have high purchase intent. Read more from adweek.com…

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