Event Marketing

CRM integrations: How they increase event ROI

The integration of CRM systems accelerates and optimizes many processes. What is CRM integration? What are the advantages for your event? Read all about the importance of CRM integration now.

Table of contents

What is CRM integration?

A CRM (Customer Relationship Management) refers to a customer relationship management. It refers to the interaction and relationship between a company and its customers. Most companies also include the contact management of existing and potential customers.

Thus, a CRM system includes contact management, which, however, can also be used as a sales management tool. In a CRM software, customer-specific data is stored and can be pulled for use in specific processes. Through digital mapping, these customer processes can be optimized and automated.

CRM systems can be integrated with other systems in the form of a "CRM integration". Customer data can be seamlessly integrated into third-party systems. This creates an interaction between the third-party system and the CRM system. Third-party systems provide data that further optimizes the CRM system itself, and it works the same way the other way around.

The integration can be done in different ways. Either a CRM system can be linked with some functions of a corporate website. It becomes more complex when a CRM platform is to be integrated with a variety of other systems, such as an ERP (enterprise resource planning) system.

Most CRM system integrations require a connection via APIs (Application Programming Interfaces).

CRM integrations in event marketing

CRM systems can be integrated in various areas. However, they have a very important meaning especially in event marketing. It can improve collaboration between sales and marketing, and help generate more leads.

A CRM system can be described as a central platform in this context. The interactions between participants and event organizers as well as the retention and acquisition of new customers are supported by CRM integration.

This manages customer data from a central point. This includes activities or attendance of the participants during the event. Especially with virtual events, but also with hybrid events, the recording of data is very well possible.

Even before an event, data collection about customers can be useful. Marketing measures and marketing channels can be linked to customer information and thus create an optimal focus towards a potential new customer.

In addition, contact information can be categorized according to various criteria. This also enables a holistic customer view. Examples of marketing automation systems include HubSpot or Pardot.

CRM integrations can also feed back data about on-demand video viewing (dwell time, number of sessions, completion rate, etc.) to the CRM, providing the sales team with very exciting insights into the behavior of the (potential) customer.

What are the benefits of CRM integration?

With the integration of CRM systems into one platform, great advantages arise for companies - qualitatively and quantitatively.

The special customer focus and holistic customer view results in higher customer satisfaction, which automatically leads to a closer and longer relationship with the company.

The more comfortable a customer feels with the service and offer and the more a product meets their needs and expectations, the more likely a customer is to remain loyal to the company.

Advanced contact management also accelerates and improves collaboration and communication between different teams within an organization.

With CRM integration, departments do not have separate and different data on a customer, but have access to the same, centrally stored customer information.

Processes are thus also accelerated and optimized within the company.

Central data management thanks to CRM integration also increases data quality.

The "central database" also makes it possible, above all, to have a good overview of existing and potential customers and can generate forecasts as well as follow-up reports. Potential target groups can be easily selected by categorization or the activity history in the recorded history.

By accelerating and automating processes, resources and budget (e.g. marketing budget) can be used more efficiently. Furthermore, the productivity of the company increases and thus also the sales figures.

In summary, CRM integration thus results in a higher ROI (return on investments).

Satisfied CRM integration users

What do you need to look for in a CRM integration for event marketing?

When using CRM integrations for event marketing, data protection in particular is definitely a big issue. Ensure compliance with the GDPR on both sides. Coordinate the necessary consent with the event participants in advance. If questions such as these are not adequately addressed, this can lead to data protection risks.

When transferring contacts from the event management CRM system to the event platform, it should also be ensured in advance that the data records are consistent and of the desired quality

You should also determine which categories exist in the CRM system. These should match the characteristics of your event. In addition, it should be defined which data from event marketing should flow back into the CRM system.


Which data is particularly relevant for events?

Ideally, this data should flow back into the CRM:

- Participant first name

- Last name of the participant

- Participant e-mail

- Participant event role

- Invitation email

- Reminder email

The following data can be played back from an event into the CRM system for subsequent analysis and evaluation:

- Registration

- Attendance data of the participants

- Activity status

- Show/ No Show

- Survey results

CRM integration with an analysis tool

How can the STREAMBOXY event platform and its CRM software integration maximize the ROI of your event?

The integration of CRM systems is also very well possible in event platforms. This is demonstrated by the event and streaming platform STREAMBOXY, which enables the seamless integration of your desired CRM tool through its strong API interface. This can revolutionize the event and invitation management of your events.

Attendee data, contact information and event registrations can be integrated from your CRM system directly into the event platform. So attendees don't have to be added to events one by one, but are automatically pulled over from your familiar CRM solution.

Conversely, after the event, for example, attendance data is written back from STREAMBOXY to the CRM system. So your CRM tool is the central place for registration and attendee communication, while STREAMBOXY is the home for your event. Notifications as well as the entire event landscape itself can be automated and customized.

With more efficient automated processes thanks to the integration, you will increase your event ROI even before your event starts.

Read here how the integration of different CRM systems with STREAMBOXY works and brings great event experiences:

Simple participant management thanks to HubSpot integration

Manage registrations more easily thanks to Pardot integration

What is attendee management? Definition and tips

In addition to the integration of CRM tools, there are many other integrations that can be easily incorporated into STREAMBOXY with just a few clicks.

What challenges can CRM integrations bring?

In addition to numerous benefits, the integration of CRM systems can also present companies with challenges.

With the CRM system itself alone, there are points that you need to pay attention to. In terms of costs, the investment costs of the CRM tool are the most important. There are now also many free solutions, but the range of functions and compatibility with other systems can be limited.

It is therefore worthwhile to take an in-depth look at the range and available functions of the CRM systems in advance so that you do not have to do without functions or even switch again afterwards.

Above all, setting up the CRM tool also takes time. Allow for your resources generously. A CRM system that is set up cleanly from the start and maintained regularly will save you an enormous amount of work down the line - especially when it comes to integrating it into third-party systems.

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