B2B Events Could Be Your Best Source Of Audience Data

January 19th, 2024

Conrad Mills Principal Analyst

Simon Daniels Principal Analyst

With contributors:

Steven Casey , Kelvin Gee , Tony Plec , Brett Kahnke , Chantelle Fynn , Michael Belden

Summary

B2B events are one of the best sources of audience data, but this data source is often underutilized. Event data can not only help marketers measure event performance, deliver more personalized attendee experiences, and optimize event execution, but it also can deliver broader value to the business in areas such as driving alignment with sales, gaining a deeper understanding of buyers, and acting as an input to product development. However, the explosion of event tech and a siloed approach to events result in most organizations failing to fully exploit their event data. Frontline marketing teams must partner with revenue operations to maximize its value.

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