• Deanna Rubiano

Benefits of Using Salesforce Account Engagement for Event Management

6 Benefits of Using Salesforce Account Engagement for Event Management


Managing events can be very taxing, from sending invites to long lists of people to analysing and reporting on your event's success. How can you set up your Marketing team for success?


While marketing automation software is known to free your organisation from the manual labour of routine marketing tasks, you can also use it for event management? Learn six ways your team can benefit from using Salesforce Account Engagement (formerly Pardot) for event management:


  1. Manage in-person, virtual, and hybrid event data on a single platform

  2. Send and post customised event invites and reminders faster

  3. Capture event registrations with ease

  4. Simplify event attendance tracking

  5. Automatically nurture and qualify leads

  6. Report event metrics and ROI accurately


1. Manage in-person, virtual, and hybrid event data on a single platform


Virtual and hybrid events have grown in popularity due to the Covid-19 pandemic, but in-person events are slowly coming back. The good news is that you can handle all these events in Account Engagement–and you don't even need to be that tech-savvy to use it!


You can track online and offline marketing efforts, automatically send customised event communications, capture invitees' RSVPs and attendance, and even report ROI in one place where both marketing and sales teams can see.


If your business already uses other event management tools, such as Eventbrite or Zoom, you can use their respective Account Engagement connectors to feed their event data into the Salesforce Platform automatically.


2. Send and post customised event invites and reminders faster


Delivering the right message to the right people at the right time is vital in persuading people to attend your event. But with so many event communications needing to be sent out at different times, how can you orchestrate everything? Use Account Engagement.


You can schedule and post to your social media pages from Account Engagement using Social Posting connectors. This way, your team doesn't have to worry about missing the best time to post on social media or being unable to post when they're not around.


By utilising its Engagement Studio, you can also automate the delivery of personalised communication for invites and reminders. Allowing you to save your team's time from manually going through contacts' spreadsheets and tailoring and sending individual messages to specific people. In the Studio, you can create customised email journeys that will send specific automated emails at certain times depending on your invitee's behaviour. For instance, if they fail to open your initial email invite after three days, you can automate a second email to be sent, reminding them to register or purchase tickets for your event.


To top it all off, Account Engagement has a drag-and-drop email builder that lets you easily create emails with the look and feel of your event, giving recipients a cohesive brand experience.


Creating automated email journeys ensures you don't miss out on communicating with your target audience at the right time with the right message. Doing this also allows for accurate tracking and reporting in Account Engagement as it follows all your audience's online interactions with your organisation.




3. Capture event registrations with ease


Inviting people to your event via email and social media is futile if you don't give them a link where they can directly register or buy tickets. That's where Account Engagement forms come in!


You can readily set up a form in Account Engagement's form wizard to collect whatever information you need from registrants using mandatory fields. You can embed this form on a page on your website. If that's too much work, you have the option to create a landing page in Account Engagement's landing page builder that will hold your registration form. You can do this without even needing the help of a web developer!


You can also include more than one call to action (CTA) on your landing page to cater to the different needs of your audience. One CTA can encourage people familiar with your organisation to register for the event immediately. The second CTA can encourage them to learn more about you before joining your event. Once they click on the second CTA, you can add them to a nurture journey similar to the one mentioned earlier.


4. Simplify event attendance tracking


Determining your event attendance is an essential factor in knowing whether your event was successful or not. With Account Engagement built on the Salesforce Platform, you can use a Salesforce developer's help to make you a custom app where your guests can confirm their presence at your event. Or, in the case of a virtual or hybrid event, you can integrate engagement data from 3rd party event platforms into Account Engagement using its built-in connectors.


The data is automatically synced with the individual's record in Account Engagement. You can then directly manage your attendee list in Account Engagement for you to send follow-up messages in a timely and appropriate manner.


5. Automatically nurture and qualify leads


Engaging with your audience does not stop when the event ends. Post-event communications help you build a relationship with the prospects who attended your event and those who didn't.


Similar to setting up your pre-event promotions, you can use Engagement Studio to send thank you and follow-up communications using automated nurture journeys. It is entirely up to you to determine what criteria leads need to meet to qualify to be sent to the sales team, but Account Engagement will nurture and then push your hottest leads to the appropriate salespeople without requiring manual intervention.


Even while you sleep, Account Engagement nurtures and scores lead for you, and the best part is that you can set all this up ahead of your event.




6. Report event metrics and ROI accurately


It is imperative to review event performance for you to gain insight into what initiatives worked and what did not so that you can improve your decision-making for future events.


Account Engagement helps you track metrics and ROI and customise their reports in a single place. You can connect Account Engagement campaigns to Salesforce campaigns to unify your marketing and sales teams. With closed-loop reporting, you can determine the first touchpoint a person has had with your brand and which of your campaigns is most effective in attracting people to your event and pushing them further down your sales funnel.



The benefits say it all.


Using Account Engagement can save you and your team plenty of time and money by having all the tools you need for automating your event management in one place.


Without having to deal with the manual processes of managing events, your team can focus on strategising how to give your audience the best event experience with your organisation, improve future communications with them, and accurately analyse and report the success of your event.


If you'd like to learn more about leveraging Account Engagement in managing your events, register for our July 21st in the Salesforce Tower.