As marketing strategies continue to transform in response to dynamic market landscapes, one constant remains—events. These gatherings, whether in-person or virtual, play a pivotal role in lead generation, with a substantial 79% of U.S. marketers relying on them to fuel their pipelines. However, navigating through the challenges of identifying the right audience and securing quality leads often feels like a journey in the dark.
Amidst the uncertainties, a powerful solution emerges—intent signals. Traditionally associated with prioritizing prospects, intent data harbors an untapped potential that can illuminate the path to successful event marketing. This article explores how leveraging intent data can revolutionize your approach to event marketing and unlock new opportunities.
Events serve as dynamic platforms, constantly evolving to meet the changing needs of businesses. The landscape has shifted, with the global pandemic driving a surge in virtual events, challenging marketers to adapt their strategies. Despite these shifts, the essence of events as a potent marketing tool remains unchanged.
Despite the enduring significance of events, marketers grapple with the perennial challenge of extracting meaningful leads from these gatherings. A staggering 79% of marketers in the U.S. continue to incorporate events into their marketing strategies to generate leads. However, the quest for the right audience and the pursuit of high-quality leads often resemble navigating through a labyrinth blindfolded.
One often-overlooked beacon of light in this maze is the strategic use of intent signals. Traditionally viewed as a tool for prioritizing prospects, intent data carries an untapped potential to reshape the landscape of event marketing. This article unveils the transformative power of intent data and how it can redefine your event marketing endeavors.
Navigating the Challenges of Event Marketing
Conventional wisdom suggests that in-person marketing events attract a diverse audience, not all of whom may be genuinely interested in the promoted products or services. The aftermath of such events often leaves marketers with a pool of leads, among which a significant 36% are deemed “low-value leads.” This dissatisfaction with trade shows is further compounded by the meager 6% who feel their efforts translate into new customers.
Virtual events, although cost-effective, present a different set of challenges. The gap between registrations and actual attendance, averaging at 40-50%, raises questions about the engagement levels of the virtual audience. Despite these hurdles, event marketing retains its status as a fundamental lead generation strategy, leaving room for enhancement.
Virtual events, propelled by advancements in technology and the global shift toward remote interactions, have become an integral part of marketing strategies. Despite their increasing prevalence, virtual events bring their own set of challenges, demanding innovative solutions to ensure optimal results.
While the challenges associated with events are manifold, the core objective remains unchanged—effective lead generation. The pursuit of high-quality leads often feels akin to a quest in the dark, where the right path is uncertain, and success is elusive. In this scenario, intent signals emerge as a beacon of light, offering a novel and effective way to navigate the complexities of event marketing.
Unleashing the Power of Intent Data
Intent data, traditionally employed for prioritizing prospects, receives a fresh perspective from Erin Scheller, Bombora’s Sr. Director of Demand and Revenue Marketing. Erin suggests that intent data serves a dual purpose—not just for prioritization but also for identifying the ideal audience for events. This unconventional application of intent data presents a novel approach to enhancing the effectiveness of event marketing efforts.
Consider the scenario of planning a significant event, such as a seminar or conference. Intent data providers offer valuable insights into trending intent related to your offerings, enabling you to pinpoint locations where this intent is most pronounced. For example, if intent scores for helpdesk ticketing software surge in Austin, TX, strategic event planning in that location can maximize attendance.
Virtual events stand to gain as well. By identifying companies showing intent for your event topic, personalized outreach emails become more impactful, potentially leading to a substantial increase in registrations and attendance by up to 75% and 25%, respectively.
The dynamic nature of intent data opens up avenues for strategic event planning, allowing businesses to align their efforts with prevailing market demand. The traditional challenges associated with blindly choosing event locations or topics are replaced with data-driven insights, paving the way for more targeted and impactful events.
Consider the scenario of planning a significant event, such as a seminar or conference. Intent data providers offer valuable insights into trending intent related to your offerings, enabling you to pinpoint locations where this intent is most pronounced. For example, if intent scores for helpdesk ticketing software surge in Austin, TX, strategic event planning in that location can maximize attendance.
Selecting Relevant and Engaging Event Topics
The success of an event hinges on addressing an audience genuinely interested in the topic. Tools like Google Trends offer insights, but they may fall short in capturing the nuances of your specific audience. This is where intent data takes center stage by analyzing behavioral data, providing a comprehensive understanding of your audience’s active and profound interests.
Through a thorough examination of intent data, you can identify trending topics across your audience, ensuring your event directly addresses subjects top-of-mind for them. This strategic approach ensures that your event becomes the direct answer to your audience’s questions, making it not just informative but irresistibly engaging.
The process of selecting event topics gains a new dimension with the integration of intent data. Instead of relying on generic trends, businesses can delve into the specific interests of their audience, ensuring that the chosen topics resonate deeply. This targeted approach significantly increases the likelihood of attracting and retaining an engaged audience.
Tools like Google Trends offer valuable insights into overall topic popularity, but they often fall short in providing a granular understanding of your audience’s preferences. The utilization of intent data addresses this gap, offering a nuanced perspective based on the behavioral signals left by your audience across various online platforms.
Optimizing Event Follow-up with Intent Data
The utility of intent data extends beyond event planning; it can significantly enhance post-event activities. Given that a considerable percentage of leads from events may not be actively in-market, intent data offers a strategic solution.
Imagine a scenario where a successful event attracts 2,000 booth visitors. While this is a promising start, not all leads deserve the same level of attention from outbound sales. Typically, only around 15% of ideal buyers are actively in-market at any given time. Intent data serves as a powerful tool to prioritize active leads for immediate, personalized outreach, ensuring optimal utilization of resources.
Leveraging tools like Bruxt, you can delve into attendee lists, identify companies with high intent scores for your solution, and tailor outreach efforts accordingly. Additionally, utilizing prospecting information allows you to pinpoint decision-makers within these companies for a more targeted approach.
Post-event follow-up becomes a nuanced and strategic process with the integration of intent data. Instead of adopting a generic approach to all leads, businesses can leverage intent signals to identify and prioritize leads that are actively in-market. This targeted follow-up ensures that valuable resources are directed toward leads with the highest potential for conversion, maximizing the return on investment.
Key Takeaways for Event Marketing Success
- Utilize intent data to identify the right event audience and determine the optimal geographic location.
- Strategically plan an event topic that resonates with your prospects, guided by insights from intent data.
- Employ intent data to prioritize and personalize follow-up activities with engaged leads post-event.
- Embrace the evolving landscape of event marketing, recognizing the potential of virtual events and the need for innovative strategies.
- Continuously refine your event marketing approach by incorporating insights from intent data and adapting to changing market dynamics.