Historically, many organizations have isolated their event apps from Salesforce for different reasons including:
- Protecting their Salesforce instance from poor integrations that corrupt data
- Providing more control to event and meeting departments
As API’s have become more robust and sophisticated, integrating event apps have become easier to integrate, streamline business processes, and provide more sophisticated analytics. Consider these cost-benefits when thinking about whether or not to integrate your event app with Salesforce.
1. Sophisticated Event Analytics for Enhanced Meeting Success
Event apps can provide event overview data such as how many people attended, how much revenue was raised, and when people registered. Virtual conference and registration platforms like EVA can take it one step further and provide sophisticated event analytics that helps in improving meeting experiences.
EVA’s Event Tech Advocate, Vinnu Deshetty observes “Meeting planners spend hours exporting dozens of reports from multiple sources and even more time comparing, combining and analyzing spreadsheets to deliver a report of charts and diagrams to their C-Suite and Board. Imagine saving those hours and frustration by using existing technology that can give the data insights at a press of a button.”
Event Management Platforms like EVA collect data from registration and engagement points. Integration with Salesforce data can roll the data into an interactive analytical dashboard allowing organizations to dive into events insights with reports consisting of individual session performances, audience engagement, program tracking, sponsor/exhibitor ROI, and more.
Let the data tell you a story of your past events, predict the success of future meetings, and help curate the strategic event path forward.
Find Out: Best Practices When Integrating Apps With Salesforce®
2. Real-Time Event Metrics
The ability to view all the event data in one place greatly empowers the decision making in terms of leads, opportunities, and item recommendations. When you integrate your event application with Salesforce, the advanced combinations help you achieve real-time data through built-in Salesforce Reports. You can keep a live track of the following updates on a single platform at any given time:
- List of Attendance
- Payment types
- Number of tickets sold for the event
- Number of tickets sold per registration level
- Responses to custom questions applied (If any)
- Attendee engagement during the event
Consolidating relevant data enables you to make informed decisions and create strategies that drive revenue and save costs.
3. Streamline Pricing Models to Streamline Purchasing Process
Using the data in Salesforce, you can define discounts and benefits based on criteria you select such as membership level and purchase date. Registrants who can see instant discounts are more apt to purchase at that time versus a registrant who has to wait to find out what discounts they qualify for. In addition to streamlining the purchase process, you’ve created a member/donor-friendly process that goes a long way in putting smiles on your attendees.
Consider these pricing customization models…
- Create unlimited discount packages with customizable levels.
- Provide layer discounts levels based on date and inventory.
- Provide a seasonal or permanent discount to a certain group of people for a specific item.
4. Sophisticated Analysis with Cross-Filtering Data
Event apps alone provide the basic data such as how many people attended, how much revenue was raised and when people registered. Imagine cross-filtering the event app data with the data you have in Salesforce. With an integration, you can easily conduct a more sophisticated analysis within Salesforce that goes beyond just event data. Create custom reports and dashboards that can be seen across the organization for real-time analytics.
How to Tip: Check out Salesforce Trailblazer on how to use Cross Filters.
https://help.salesforce.com/articleView?id=reports_cross_filters_create.htm&type=5
5. Greater Marketing Results
Gone are the days when we send everyone in our database the same event invitation. A Salesforce integration allows you to segment your data and send customized invitations that are more relevant and persuasive to the recipient. Track which segments and messages are more productive.
6. Interesting Tidbit
“According to eMarketer, the Data & Marketing Association (formerly the Direct Marketing Association) found that personalized email marketing generates a median ROI of 122%.”
The ability to capture & automate your data is highly critical when determining the success of your event efforts. The combination of right event management application with the Salesforce ecosystem can leverage data points from your event to effectively target the database that drives sales and enhances event ROI.
