One question your head of demand-gen is certain to ask you after an event is, “how many leads did we get?" It's a fair question and leads are always a part of the event ROI equation. But the real power of events for lead-gen lies in what your company does with the attendee data that emerges once the event is over.
Through surveys, polls and event app usage, demand-gen teams can not only learn a ton more about their audience and prospects, but they can more accurately pinpoint what the best “next step" is to continue to move prospects and existing customers down the funnel.
Here are five ways attendee engagement data at your event can be the greatest thing that has happened to lead-gen since email:
Learn about your audience through survey data...
The first step is to look at event survey data in aggregate. This will help identify the themes and topics that should drive the next set of campaigns after your event is over. Because these ideas are based on prospects and customers' direct feedback, they should resonate well with them and even non-attendees. Did a big part of the audience gravitate toward one topic? Make that the focus for next quarter's campaigns.
- Product Tip: From the DoubleDutch Studio, click on the Event Performance tab. You’ll see “surveys” in blue. You can dig through the open ended feedback to find themes and use the customer voice to drive campaign content.
...and poll data
Just like survey data, poll data can tell your demand-gen team a lot about attendees. While a survey is generally about the event experience, a poll delivered through your event app during the event can be about anything, including business priorities, opinions on a topic, and more. Combine this data with your survey data to get even more granular with your campaigns.
- Product Tip: From the DoubleDutch Studio, click on the Event Performance tab. In blue, you’ll see, “Exportable Reports.” From there click, “View Marketing Reports.” Easily download all of the poll results per user under the Demand Generation menu. That’s right - we created a section, just for you!
Now look at individual attendee data
Once you have looked at poll and survey data in aggregate, it's time to drill into the individual information. With individual data, you can create customized campaign cohorts based on your attendees responses — grouping people together who share at least one similar interest, industry or business priority. Then match these attendee groups with targeted campaigns, upload and rev your lead-gen engine. It's go time!
- Product Tip: Are you a Marketo or Eloqua user? Check out the DoubleDutch + Marketing Automation Integration offering to easily port attendee data into your automation software.
Sprinkle on some usage data from your event app
Some attendees won't fill out a survey or take a poll. But maybe they did bookmark some sessions they were interested in or made comments in a session thread. This is yet another valuable data report from your event app that can inform the lead-gen team about next steps that can move more prospects down the funnel. For example, if an attendee went to multiple sessions about the manufacturing industry then you know that an educational piece of content on manufacturing is likely a smart move.
- Product Tip: From the DoubleDutch Studio, click on the Event Performance tab. In blue, you’ll see, “Exportable Reports.” From there click, “View Marketing Reports.” Easily download all of the bookmarks per user under the Demand Generation menu.
Use engagement metrics to gauge interest
Finally, see how engaged each prospect was at the event based on their activities in your event app. Engagement data reports can tell you all sorts of useful information. Were they setting up meetings with other attendees? Were they speaking passionately about a specific topic in a session chat thread? A more engaged attendee may warrant a lead-gen tactic from lower down in the funnel. Instead of putting them into an email nurture stream, go straight to setting up a meeting with a sales person.
Your live event data is the biggest, most important data set your lead-gen team doesn't know about. That's why it's up to you as the events leader to show them what you have and help them make the most of it.
For more information on the benefits of using DoubleDutch data for to drive demand and better leads – click here!