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Dreamforce 2016: A Game-Changer for Event Exhibitors


Posted by Timothy Mercer on 09/29/2016

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Earlier this summer, I had the pleasure of speaking with Scott Owens, Director of Event Technology at Salesforce. I was gathering information for a webinar. The topic: how the Dreamforce team has harnessed event technology and developed processes that allow them to produce the world’s largest software user conference.

During that initial conversation, I laid a little trap for Scott. I asked him what he thought the next big thing in event technology would be. Well, Scott was too smart to fall for that. The industry is full of potential next best things – too full to count.

In 2013, Apple was gearing up to release their smart watch, and people were declaring that wearable tech was the next big thing. Here we are, three years later and even Apple is dialing back its rhetoric. Yet every so often I still hear or read someone talking about how wearable tech is (still) the next big thing.

And you know what? It might be.

My point is that a smart and cautious person avoids making predictions vis-à-vis next big things – especially when he knows he’s being taped. And Scott Owens, being a smart and cautious person, was not having any of it.

However Scott did say something that stuck with me. It came up when I asked him about exhibitors at Dreamforce, and what’s on the horizon for them.

"I really think that the future of lead retrieval is CRM integration,” he said. “And I think it's obviously Salesforce integration.” That stuck with me. Mostly because I was hearing the same thing around the Lanyon office.

At Lanyon, our product development team has been working tirelessly to further integrate our event management products with Salesforce – to make life easier for event planners, marketers and sales teams. And at this year’s Dreamforce we’re proud to be working with Salesforce to put our newest integration into action at the world’s biggest user conference.

Our new exhibitor Salesforce integration allows exhibitors and sponsors from the event floor to meet people on the event floor, quickly scan their contact information and have it automatically sync with their company’s Salesforce instance. So that their sales and marketing teams can act on those leads right away. A process that could once take days following a big conference can now be completed before you even pack up to head home.

So if you’re going to Dreamforce, stop by our booth #2229 for a closer look at how Lanyon and Salesforce have come together to change the way exhibitors engage with leads and prospects at events.

Or check out this great interview with Scott Owens, Salesforce’s director of event technology, to learn more about how Lanyon technology helps make this industry-leading event possible.

We hope to see you in San Francisco.

For more information visit: www.dreamforce.com
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