TLDR:
atEvent and Marketo announced a new strategic integration that allows users to bring ABM capabilities to B2B event management. This move will allow atEvent users to follow up with leads generated at events using ABM capabilities, while Marketo users can use ABM for lead capture at events.
The concept of generating leads from events has inspired the event management solution, atEvent, which has recently announced a new integration with Launchpoint by Marketo. With the new functionality created by this new partnership, it allows for a better follow up experience for leads following the events those leads attend.
Bolstering this unique way to use these technologies is the fact that Marketo users will now have access to ways to utilize ABM at every stage of an event. Before, during, and after the event, users will be able to target accounts, as well as personalize for them.
The staff working for atEvent are excited over all of the possibilities this new integration will bring their company. Adding ABM to events adds an extra layer of complexity to them. It also encourages users to qualify, engage, and follow up with target accounts and prospects on the tail end of events.
atEvent strives to inspire in how leads are qualified, captured, and followed up with at events. Marketo users can speed up their sales and ROI. These results are driven by how they can now identify and target at events with appropriate follow up.
The team at Marketo is equally as thrilled with this new strategic integration with atEvent, as events are the cornerstone to any business’s marketing strategy.
More specifically, what atEvent does is allow event reps to scan badges and business cards at the events themselves. Then, the information obtained with these materials is qualified and synced across platforms, which include marketing automation systems, CRMs, and Marketo. This capability ensures that leads are followed up appropriately as well as instantly.
Such personalization allows the platforms to deliver high-quality data and insights in a way that boosts event performance, as well as ABM performance at the same time. This move allows each company to run their operations in a more efficient manner.
Original article from MarTechSeries on 25 March 2019.
