8 Hot Takeaways From Rainfocus Insight Summit

Amazing Panel Discussion Brings Hot Points with a twist of fun!

I was lucky to be part of the Rainfocus Insight Summit last week. Red carpet treatment for everyone. The best food - and dessert, no joke. What stood out was the conversations, the insight exchange, and the sessions.

I'm biased here because two of my all-time favorite #eventprofs - Nicola Kastner and took the stage with and to share their insights and fun facts about themselves. I loved loved loved Kevin O'Rourke as the moderator, and I will expect no other for all future panel discussions.

1. ROI & Measurement Are Top Priorities

1. A major focus is on proving clear business outcomes and event ROI.
2. 93% of corporate leaders identify ROI measurement as their top priority.
3. There is a shift from quantity to quality—filling the right seats, not just any seats.

2. Efficiency & Innovation Under Constraints

• Event professionals must do more with fewer resources due to budget and staffing constraints.
• A recurring challenge is balancing daily operations with time for innovation.
• There is growing concern over the economic impact on event costs and international participation.

3. The Role of AI & Technology in Events

• AI is moving beyond hype and becoming a practical tool for automation and audience targeting.
• Many professionals still haven't fully adopted AI, but those who have, have used it for predictive audience modeling, content creation, and data analysis.
• AI tools can help refine personalization and improve attendee engagement, but widespread adoption remains slow.

4. Data & Customer Journey Integration

• Events generate rich customer data, but many companies fail to fully capitalize on it.
• There is a shift from isolated campaign-based marketing to a continuous customer journey-driven approach.
• Attendee engagement insights should be used to determine next steps, such as product demos or sales follow-ups, instead of treating events as standalone experiences.

5. The Evolution of Virtual & Hybrid Events

• Virtual events remain a key revenue driver, especially for lead generation and customer engagement.
• The industry is still working to optimize virtual formats to match in-person effectiveness.
• Virtual events provide detailed attendee behavior insights, which can enhance post-event marketing and personalization.

6. Event Marketing & Audience Engagement Strategies

• Email marketing alone isn’t enough—companies must use multichannel strategies.
• LinkedIn is a major tool for audience targeting and event promotion, with AI-driven insights helping reach the right attendees.
• Engaging sales teams and customer care teams in the event marketing process increases event registrations and deeper engagement.

7. Breaking Down Silos: CRM, Marketing Automation & Sales Alignment

• CRM and marketing automation must work together, but a customer data platform (CDP) is often required to unify event, sales, and engagement data.
• Many organizations operate in silos, making it difficult to create a unified customer journey.
• The trend toward "Go-To-Market" leadership roles aligns sales and marketing to ensure collaboration.

8. Reframing Event Experiences Beyond the 3-Phase Model

• Events should no longer be viewed as pre-, during, and post phases, but as continuous engagement opportunities.
• Companies are using "event encores" and post-event content to extend engagement beyond the event itself.
• The best strategies involve year-round nurturing rather than one-time interactions leading up to the event.

#eventstrategy #marketing #eventtech #business

Sign up for more insights and stay in the know: https://dahliaplus.com/