IN THIS CHAPTER
Hosting events with registration and payment
Connecting event attendance to the CRM and marketing automation functions
Hosting and attending events are a part of your business that connects the real world to your CRM. They are a powerful way to build relationships and track interest in your brand. Event participation is also a great trigger for marketing automation. (See Chapter 11.) Setting up an event system that connects directly to your CRM is important in fostering deeper relationships with your leads, clients, employees, and vendors. Event sponsors, staff, and attendees all contribute to these relationships; store this information in your CRM to effectively use events for marketing and sales.
You most likely are familiar with event software, such as Evite (
www.evite.com). Setting up more complex events and storing that data in a CRM for later use may be something new. Tracking your event data has long-term benefits for all kinds of organizations, not just event-focused companies. Attendance and registration can tell a lot about a person and their interest in your company, products, and services.