Utilizing Salesforce Integration to Grow Your Events

Posted by Madeline Hessel on 11/04/2016

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“Events are all about closing deals. It’s also the best way to get out there and show people what we’re about” – Scott Owens, Salesforce

As an event planner (and therefore marketer!), you know the importance of connecting leads from your event to your company’s Customer Relationship Management tool. This allows your sales team to quickly follow up on those warm leads at your event – in turn, proving your event ROI.

Some event planners wonder what metrics to track, what counts as Return on Investment for events, and just how to make it all come full circle. We gathered Lanyon Smart Events Cloud® users from Salesforce, Kcura and even one of our own Lanyoneers to give you the full breakdown. Check out their top tips for utilizing Salesforce integration at events, and download video footage of their conversation to get all the details.

Marketing Metrics Tracked in CRM to Gauge Event Success:  

  1. Campaign-Influenced Bookings

  2. Campaign-Influenced Renewals

  3. Lift in NPS score

  4. Spikes in Product Usage post-event

How do you make that attendee data meaningful?

  1. Tag sponsors and sessions with the same themes you got from attendee registration (“trip” data) information – then scan attendees into sessions and at booths to track their movement, using it to score their propensity to become a customer

  2. Record engagement: If someone stops by your booth to get swag, they’re a Marketing Captured Lead. If someone stops by your booth to get a demo, they’re considered a warm lead, or a Marketing Qualified Lead.

  3. Use the “trip” data from registration to inform your email list segmentation

Advice for planners to get more value for their company:

  1. Help your event sponsors monetize value through reporting.

  2. Have a plan for your data, and map it out to make it actionable and valuable.

  3. Agree on KPIs with leadership team ahead of time, and how you measure them.

Click here to watch the full recorded session.

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Lanyon, a meetings and travel software company, released a new version of its Smart Events Cloud platform that features a number of significant enhancements, a simplified user interface and improved scalability.


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Meetings and Conventions Magazine — 5 Tips to Make Your Event More Environmentally Friendly — May 2016

Posted by Lanyon Staff on 05/11/2016

Earth Day fell on April 22 this year. As happens every year, people from around the world agreed on that day to turn off lights, reflect on ways to make our planet cleaner and take steps to reduce waste. 
As we in this industry know, bringing together thousands of people can create a great deal of waste and emissions. However, we can make conscious decisions every day, at every event, to make sure we are doing all that we can to make our events environmentally friendly.

Read the original article here.


Lanyon Selected to Power GBTA’s Worldwide Events

Posted by Lanyon on 05/02/2016

Dallas, Texas (April 28, 2016) — Lanyon, a global leader in meetings, events and travel software, today announced that the Global Business Travel Association (GBTA) has selected the company’s RegOnline® software to power their global events. The agreement reinforces Lanyon’s commitment to provide best-in-class software to the association marketplace.


How Dreamforce Mastered Event Registration With Salesforce’s Scott Owens

Posted by Lanyon on 04/25/2016

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.


PCMA Convene – 5 Tips to Max Out Your Mobile Event App – April 2016

Posted by Lanyon Staff on 04/11/2016

If you’ve attended an event, or even walked around any street recently, it’s a safe bet you saw a lot of folks walking around with their heads down, eyes trained on their smartphones, thumbs busily scrolling up and down their screens.

What’s so awesome about their phones? Most likely, they were engaged with an app. 


...read the original article here.


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