You've put a lot of effort into planning your conference, but how do you make sure your attendees get the most out of it? One way is to use the data you collect from the registration process to personalize your outreach efforts before, during, and after the event. Here are some tips on how to do that.
The first step is to segment your audience based on the information they provide during registration, such as their industry, role, interests, goals, and preferences. This will help you tailor your communication and content to their needs and expectations. For example, you can send them relevant resources, tips, and reminders before the conference, or invite them to join specific sessions, workshops, or networking opportunities during the event.
The second step is to customize your messages to each segment, using a tone and style that resonates with them. You can also use personalization tokens, such as their name, company, or location, to make your messages more human and engaging. For example, you can use a friendly and casual tone for a segment of young professionals, or a more formal and professional tone for a segment of senior executives.
The third step is to track your results and measure the effectiveness of your personalized outreach efforts. You can use tools such as email marketing software, analytics platforms, or surveys to monitor the open rates, click-through rates, feedback, and satisfaction of your attendees. This will help you identify what works and what doesn't, and adjust your strategy accordingly. For example, you can test different subject lines, formats, or calls to action to see what generates more responses or conversions.
The fourth step is to optimize your data and keep it updated and accurate. You can use tools such as CRM systems, databases, or forms to store and manage your registration data, and ensure that it is consistent and complete. You can also use tools such as validation services, data enrichment, or segmentation software to enhance and refine your data, and add more details or insights. For example, you can use validation services to verify the email addresses of your attendees, or data enrichment to add social media profiles or behavioral data.
The fifth step is to automate your processes and save time and resources. You can use tools such as automation software, workflows, or triggers to streamline and simplify your personalized outreach efforts, and ensure that they are timely and relevant. You can also use tools such as templates, scripts, or chatbots to create and deliver your messages, and provide consistent and quality service. For example, you can use automation software to send personalized welcome emails to your attendees after they register, or chatbots to answer their FAQs or requests.
The sixth step is to experiment and learn from your personalized outreach efforts, and continuously improve them. You can use tools such as A/B testing, analytics, or feedback to test and compare different versions or elements of your messages, and see what performs better or worse. You can also use tools such as reports, dashboards, or insights to track and evaluate your progress and results, and identify the best practices or areas of improvement. For example, you can use A/B testing to see which subject line generates more opens, or reports to see which segment has the highest satisfaction rate.
Don't rely only on registration data to define your ICP. There is a survivor bias: registration data can under represent some interesting segments, that you haven't marketed to yet. Always compare the registration data to your assumptions about addressable market. This will allow you to find out segments that need more marketing investment.
Be aware that in Europe the GDPR law impose an explicit consent from the attendees data to be processed. While sending non-commercial information such as the conference agenda or live updates is usually fine, make sure you add a checkbox to seek for consent before sending additional resources, especially if they are linked to commercial activities or sponsors of your events.