There’s a lot of talk about the importance of event data. Current CRM platforms and tools aren’t designed to capture and keep them. As an organizer, you should be looking at the multiple signals from your attendees, using historical and real-time event data to increase attendance rate and engagement.

On your podcast, Jon can explain how he leverages event data to maximize opportunities pre, during, and post-event. Specifically, he can explain why in-person events are better to build memory but when it comes to content distribution, virtual and hybrid events are way better. Jon can share how he utilizes the live data to create forums for targeted groups, reengage and connect people to identify his advocates, and much more.

Most B2B companies allocate up to 25% of budgets to events as a part of their marketing mix. Virtual events have become an essential piece of any marketing strategy. However, when starting with this strategy, there is a common misconception that it must be a big event. That you cannot start small otherwise you risk your reputation.

On your podcast, Jon can share how to leverage events as a core of your B2B marketing strategy – whether you already organize them or are about to start. Specifically, why you should start with virtual events as it lowers the barrier of entry, deepens relationships, and sparks opportunities that you can create for customers to be your advocates. On top of that, how to leverage event data for customer engagement that aligns with your business goals.

In 2015, Jon wanted to do something meaningful for his cousin who was diagnosed with cancer. He built a text messaging solution to raise money for treatments and founded Accelevents. In 2019, Accelevents’ revenue reached $375k, which led to Jon bringing the first salesperson onboard. Then in 2020, Covid hit. The business suffered and almost failed entirely.

On your podcast, Jon can talk about how with $75k they were able to leverage opportunities to grow from $300k to $9M in under 8 months and pivot to the virtual event space. Jon can share why they doubled down on the conference side of things and why he grew a huge Customer Success team. He can explain why he leaned into the exhibitor experience and how it generated tons of new business opportunities.

Many B2B companies already leverage events but do they know how to measure if they are actually successful? They keep spending marketing budgets but fail to understand and interpret the data to drive business growth. As a result, they miss out on many business opportunities as they have no ability to follow up with attendees based on learnings from the event, and much more.

On your podcast, Jon can talk about how he bridged the event attribution gap. Specifically, how capturing all of the information allows organizations to create hyper-personalized follow-ups. In turn, B2B companies gain a better understanding of how impactful the event was. He’ll share specific case studies, such as the powerful Accelevents/Hubspot integration that increased Zapier’s event attendance by 422%.