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Director, Enterprise Sales at RainFocus, an insight-driven event marketing and management platform.
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From the outside, it may seem like marketing, sales and data fit perfectly under one umbrella. However, in many organizations, these three important elements are drastically disconnected. In particular, silos have caused event marketers to struggle with providing measurable ROI and fully understanding customer expectations. The domino effects of these issues have left some event leaders confused by evolving event audiences.
Marketers have created new ways of connecting with end users through in-person, virtual and hybrid events, as well as social media. The next challenge is effectively scaling their growth with limited access to proper data that helps determine which channels or sources have had the most significant impact. Through integrated omnichannel solutions, marketers have slowly overcome some of their resource gaps. But a few still remain.
For example, along with data, sales performance drives the volume of budget investment in events, yet sales forecasting is still siloed from events. The solutions to this disconnect aren’t necessarily easy. After all, event marketers can’t loop sales in without integrating them into the entire process from the beginning.
Without a unified ecosystem or a true understanding of the full suite of data, gaps develop between marketers’ approaches to digital marketing and event marketing. Combining all three is necessary to close the gap and connect the entire customer journey, which will help provide better content recommendations for event attendees, accuracy and overall profitability for marketers.
Silos Weaken Events And Data Utility
Digital transformation has led to significant market innovation in event technology. It’s enabled marketers to connect with their target customers on a deeper level. However, this has led to a rise of disconnected, one-off events. These events have a short-sighted focus on…
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