3 Event Marketing Technology Considerations Before Your Next Field Event

Catherine Meng
Catherine Meng
December 8, 2021

If you’re like most event marketing leaders, you’re gearing up to take your team to in-person field events soon – most likely your first in-person events that have taken place in a while. While a year and a half doesn’t sound like that much time to be out of commission, the advancements in event marketing technology during this time have been substantial. As your team prepares for your next field event, it’s essential to regroup around your technology to ensure you’re set up for success.

One thing to remember...

Before we jump into the list, it’s important to remember that since the world of event marketing had to pivot (pretty suddenly!) to virtual events last year, virtual event technology has become the heavy hitter in the event marketing landscape. Instead of planning an entirely in-person event, make sure your team has at least some virtual or online content in case some attendees are not entirely comfortable with in-person engagement yet. The best part about this new event marketing technology is that it makes planning a hybrid event easy and fun to attend for both in-person and virtual attendees.

Event marketing technology considerations to keep in mind

So, as your team gets ready for field marketing events in the upcoming months, here are some marketing technology considerations to keep in mind:

1. Access: For too long, event marketing has existed in a strange in-between state outside of the larger scope of marketing activities. Because many field marketing initiatives require more sales influence than marketing, there are often more technical integrations and access to sales platforms than marketing platforms. If you’re investing in new event marketing technology this year, make sure you keep access to all these teams in mind.

2. Scalability: Your current field marketing strategy is just that – your current strategy. Over the next few months and years, your team may want to expand your event reach into different channels or event scope. Your event marketing technology should be able to meet your needs and provide value now while growing and expanding as your team’s strategy grows.

3. Features: And, finally, it’s essential to look at the platform features available. From must-haves like calendar integrations, CRM integrations, and budget planning tools to industry-leading features like attendee insights and predictive analytics, the features your platform has (or will have down the road) will help inform your event marketing strategy.