Revolutionizing Event Marketing: Introducing AirProfile and Engagement Score

Kabir Uppal
• February 26, 2024

(5 min read)

In the ever-evolving landscape of B2B event marketing, understanding and engaging with attendees has never been more crucial.

Table of Content

Traditionally, Marketers or event organizers would work on data post-event as below

  1. Download their event data one session and/or one event at a time 
  2. Download their CRM data 
  3. With multiple Vlookups, they would create a shared spreadsheet with insights
  4. Each spreadsheet would have multiple tabs 

This becomes a problem, due to the below issues

  1. Siloed information across multiple spreadsheets for multiple sessions and events 
  2. No single view of attendee activity overlaid with pre-fetched CRM data
  3. No automated way to grade attendee engagement across multiple sessions

And that’s why we launched: AirProfile and Engagement Score. 

These are not just enhancements; they are game-changers that redefine how we perceive attendee engagement and ROI in virtual events.

AirProfile: A New Dimension to Attendee Insights

Imagine a tool that transforms the overwhelming task of capturing all attendee activity and information into one single consolidated view. 

AirProfile is that tool. 

It enables B2B marketers to ingest data from their CRM and marketing automation tools and combine it with in-event attendee activity, providing a comprehensive view of each attendee. This 360-degree unified profile offers an in-depth insight into user activities and engagement, culminating in an overall score based on various in-event activities.

The benefits of AirProfile are manifold:

  • Prove and Improve ROI: By offering in-depth event activity records and an overall engagement score, AirProfile empowers marketers to demonstrate and enhance the ROI from their events.
  • Segmentation and Personalization: The ability to use event activity and overall scores for segmentation and personalization outreach ensures that every follow-up resonates with the audience, making each interaction meaningful and impactful.

In essence, AirProfile is more than just a feature; it’s a strategic partner in the journey to maximize event ROI. 

Engagement Score: The Ultimate Metric for Attendee Involvement

The Engagement Score provides a consolidated score based on event activity, on a scale of 1 to 100. This score gives organizers a holistic view of attendee engagement across the event and can be used to segment and filter attendees for lead qualification and/or generation. 

The benefits of the Engagement Score include:

  • Improved Lead Qualification: By identifying which attendees are most engaged, B2B revenue teams can target their sales efforts more effectively, saving time and resources.
  • Data-Driven Decision Making: The score provides valuable insights into attendee behavior, allowing organizers to tailor future events and content to better engage their audience.

For B2B marketers and human capital leaders, the Engagement Score is a powerful tool to understand engagement per attendee and per session, guiding metric for lead qualification and enhancing event strategies.

With AirProfile and Engagement Score, marketers get unparalleled depth of insights into attendee behavior and engagement. This combination enables organizers to not only identify high-potential leads but also to understand the nuances of each attendee’s journey, allowing for more personalized and effective follow-up strategies.

The Future of Event Marketing is Here

AirProfile and Engagement Score are not just features; they are the cornerstones of a successful event marketing strategy. They empower B2B marketers and event organizers to move beyond traditional metrics and embrace a more nuanced, data-driven approach to understanding and engaging with their audience.

As we look to the future of B2B event marketing, it’s clear that the key to success lies in the ability to harness the power of data and insights. With AirProfile and Engagement Score, AirMeet is leading the charge, by simplifying data analysis and amplifying its impact, transforming every event into a strategic growth opportunity.

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