How All-in-One Event Management Platforms Are Transforming the Tech Landscape

The B2B event technology landscape has transformed rapidly over the past two years. In this context, standalone virtual event platforms have struggled, while leading vendors have expanded their capabilities to support a broader range of event types. Despite these expanded capabilities, companies continue to use multiple event platforms, with 22% of large enterprises deploying six or more event technology solutions. With event budgets under intense pressure, leaders should explore the benefits of consolidating on an all-in-one event management platform. Also read: Zenie Online Event Platform

What range of events will you host?

In-person events have seen a strong resurgence over the past two years. Vendor data indicates that approximately three-quarters of all registrations are currently for in-person or hybrid events, with only one-quarter for virtual-only events. But event formats are evolving. The fastest-growing event type is the small in-person event, hosted by the company or organized externally, with fewer than 200 attendees, while virtual events are becoming simpler and shorter. Marketers need to assess the range of events they host and choose a partner that can provide centralized, scalable support.

Making the most of event data

With increasing restrictions on access to audience data, event data has become one of the most valuable sources of zero-party and first-party data. Marketers should evaluate vendors based on their ability to capture and analyze attendee data to deliver more personalized experiences. Leading vendors can aggregate event and account data, compare it with peer data, and use AI to answer data questions, run predictive analyses, and make personalized recommendations for attendees.

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Also read: The era of the Internet of Things (IoT)

Integration with MarTech

Does this platform integrate with our martech stack? To fully realize the value of event data, marketers must integrate their all-in-one event platform with their broader marketing technology stack. However, many organizations fail to do this and should make it a priority. Most vendors offer a range of native integrations, APIs, and webhooks for leading marketing automation platforms and CRM systems, as well as app marketplaces for additional event solutions. Top vendors go further by offering deeper levels of integration, dedicated CRM objects, and exclusive partnerships. Action plan for marketers and technologists Given the transformations in the event technology sector, it is essential for marketers and technologists to develop effective strategies to adapt. All-in-one event management platforms offer a promising path to simplifying event operations and maximizing data. Companies that leverage these tools can create more effective, personalized, and centralized event experiences. This content was produced based on the content originally published by Forrester.