Did you know that businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads? According to the State of B2B Event Marketing study, events are the most effective tactic for B2B marketers to increase their sales pipeline and generate revenue.
So, how can events and marketing automation work together to bring in more leads, increase their sales pipeline, and ultimately generate more revenue? And, why are marketing and event automation essential lead generation tools for marketers, and why are these systems integral parts of any effective marketing strategy?
Here’s an overview of how event management has evolved, how marketing and event automation work together, and why the two are integral components to any modern marketing technology stack.
WHY IS MARKETING AUTOMATION AN ESSENTIAL PART OF ANY EFFECTIVE MARKETING STRATEGY?
60% of companies with revenue of 50 million or more currently use marketing automation. Being an effective marketer today means having access to rich and insightful data and having the ability to use this data to personalize customer engagement, automate lead nurturing, and drive up-sell and cross-sell activities. Marketing automation enables marketers to qualify and nurture large quantities of leads, capture customer intelligence across channels, and analyze the results of cross-channel marketing. With marketing automation, marketers eliminate operational inefficiencies and become more effective contributors to revenue in their organizations.
WHAT IS EVENT AUTOMATION?
63% of marketers use in-person events as lead generation tools. Event Automation takes event management a step farther, by fully integrating marketing and event management systems together. Event Automation allows companies to automate, personalize, and measure event management and marketing activities, so they can increase marketing leads, sales pipeline, and revenue generated from events. Despite the growth in digital marketing, in-person events continue to play a critical role in enterprise marketing and make-up 28% of the total B2B marketing spend.