B2B Event Technology – It’s What You Make Of It!

Author: Mike Connolly

Consider this; your company conducts a flagship event every year, and it is decided that new event technology needs to be integrated to enhance the experience of tens of thousands of attendees who attend your event. 

You’ll decide that a mobile app is the best way to provide a seamless experience and access to information on your products, details on sessions and speakers, and other events conducted by your company. 

After a nail-biting week of preparation, the day of the event arrives. The results were impressive, majority of attendees not only updated their profiles, they used the interactive mapping feature and favorite sessions and speakers.

Technology can either enhance your event or disrupt the experience it is meant to facilitate. In B2B events, the main purpose of using technology should be to improve event management and provide an exclusive experience for attendees.

Here’s how B2B event technology can work for you…

• By enabling collaboration with attendees – event technology tools such as online registrations and apps.
• By facilitating attendees to help themselves – through kiosks or apps that allow registration, take a walk through, know more about the event and speakers.
• By providing insights into your audience – about their behavior, preferences, buying habits and demographical information.
• By adding value and allowing targeted messaging – by creating a seamless experience.

As new technology emerges, there are more online and offline communication channels you can use to generate interest, build conversations and engage your audience. Event technology should be integrated in a way that allows you to provide relevant messaging before, during and after the event, through various channels such as email, social media, mobile apps and other platforms.

Here is a snapshot of different event technology and the impact they can provide…

The underlying essence of integrating event technology should be to reduce costs, enhance experiences, provide accurate data on attendees, facilitate better engagement and improve ROI.

Technology, in the end, is only as good as the strategy built around how it will be used. Make sure you use right technology, at the right time, in the right place, for people who are interested in conversing and engaging.

Let technology drive your event marketing ROI!