Salesforce, the world’s leading CRM technology provider, is one of the most recognizable names in the tech industry. And with over 172,000 attendees, their flagship event, Dreamforce, is the largest software conference on Earth.
They’re also a Lanyon customer.
Scott Owens, Salesforce’s Director of Event Technology, joined us for a candid conversation about the challenges and triumphs that have gone into building one of the world’s most influential customer events – and how choosing the right event management technology made it possible.
Every year, Salesforce puts on Dreamforce – and it’s one of the largest, most successful events in the world.
Dreamforce brings people from around the world together to attend sessions, concerts and events – last year they had 172,000 registrants. How do they choose the right event tech for an event so influential? We’ve compiled Scott Owens’ best tips for choosing the right event planning technology for your event:
Tip # 1: Find an opportunity for your event
Every event has something that could be better – before Lanyon, Dreamforce struggled with long lines at onsite check-in. Attendees were not happy with having to wait – they were having a negative experience at the conference before it even started!
Having the right technology to automate the check-in process was a huge help to Dreamforce (and it can help your event, too!) If attendees are waiting in lines, your event and your brand are already suffering. However, as Dreamforce quickly found out, having no lines leads to happy attendees, happy planners and a good event. Make sure you have the right event technology to make your event’s onsite check-in a breeze.
Tip #2: Be a little selfish
After all, you’re going to be the one who actually uses the event tech you choose! What’s your biggest pain point in event planning? For Salesforce event planners, it was all of the little manual tasks that went into Dreamforce – they lived in messy spreadsheets, calendar invitations and email invitations. But they needed more time to focus in on the attendee experience and journey. Dreamforce uses the Lanyon Smart Events Cloud® to manage their event – but any planner can use the same scalable technology to power their event.
Tip #3: Take Care of Your Sponsors/Exhibitors
Another key learning from Dreamforce? Sponsors and exhibitors can use your event’s technology to make their lives a little easier, too! Having the right event tech will help your sponsors and exhibitors gather lead information electronically – meaning less work for them, and more revenue for you.
Dreamforce integrates their event tech with their own Salesforce CRM to help sponsors and exhibitors gather their leads and contact them quickly – which leads to faster time-to-contact and quicker sales. If sponsors and exhibitors can prove ROI from your event, that will definitely help you gain more revenue from those partnerships.
Your event doesn’t have to have 172,000 registrants to learn a lesson from Dreamforce – events of all sizes can take tips from these event planning pros, and implement them at their own events.