CRM integrations: How to increase event ROI

‍

What is CRM integration?

CRM (Customer Relationship Management) refers to customer relationship management. This refers to the interaction and relationship between a company and its customers. Most companies also consider this to include maintaining contact with existing and potential customers.

A CRM system therefore includes contact management, but can also be used as a sales management tool. Customer-specific data is stored in CRM software and can be used for specific processes. These customer processes can be optimized and automated through digital mapping.

CRM systems can be integrated into 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 other way around.

Integration can take place in different ways. Either a CRM system can be linked to some functions of a company website. It becomes more complex when a CRM platform is to be integrated with a large number of other systems, such as an ERP system (Enterprise Resource Planning).

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 are particularly important in event marketing. It can improve collaboration between sales and marketing and help to generate more leads.

In this context, a CRM system can be described as a central platform. 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 the activities or attendance of participants during the event. Recording data is particularly useful for virtual events, but also for hybrid events.

Collecting data on customers can also be useful before an event. Marketing measures and marketing channels can be linked to customer information, thus creating an optimal orientation towards a potential new customer.

Contact information can also be categorized according to various criteria. This also enables a holistic customer view. Examples of marketing automation systems include HubSpot and Pardot.

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

‍

‍

What are the advantages of CRM integration?

The integration of CRM systems into a platform creates major advantages for companies - both 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 speeds up and improves collaboration and communication between different teams within a company.

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.

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

Above all, the "central database" makes it possible to have a good overview of existing and potential customers and can generate forecasts and subsequent reports. Potential target groups can be easily selected according to categorization or the activity history in the recorded history.

By speeding up and automating processes, resources and budgets (e.g. marketing budget) can be used more efficiently. In addition, the company's productivity increases and so do the sales figures.

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

‍

What needs to be considered when integrating CRM for event marketing?

When using CRM integrations for event marketing, data protection is a major issue. Ensure GDPR compliance on both sides. Agree the necessary consent with the event participants in advance. If issues 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 define which categories exist in the CRM system. These should match the characteristics of your event. In addition, you should define 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:

- First name of the participant

- Last name of the participant

- Participant e-mail

- Participant event role

- Invitation e-mail

- Reminder e-mail

‍

The following data can be imported from an event back into the CRM system and subsequently analyzed and evaluated:

- Registration

- Attendance data of the participants

- Activity status

- Show/ No Show

- Survey results

‍

‍

‍

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

CRM systems can also be easily integrated into event platforms. This is demonstrated by the STREAMBOXY event and streaming platform, which enables the seamless integration of your desired CRM tool thanks to its powerful API interface. This can revolutionize the event and invitation management of your events.

Attendee data, contact information and event registrations can be integrated directly into the event platform from your CRM system. This means that participants do not all have to be added to events individually, but are automatically pulled over from your familiar CRM solution.

Conversely, attendance data from STREAMBOXY is written back to the CRM system after the event, for example. Your CRM tool is therefore the central point for registration and participant communication, while STREAMBOXY is the home for your event. Notifications and the entire event landscape itself can be automated and customized.

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

‍

Read here how the integration of different CRM systems with STREAMBOXY works and delivers 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 entail?

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

The CRM system itself is the only thing you need to pay attention to. In terms of costs, the investment costs of the CRM tool are the main factor. There are now also many free solutions, but the range of functions and compatibility with other systems may be limited.

It is therefore worth taking a close look at the CRM systems on offer and the available functions in advance so that you don't have to do without functions afterwards or even switch again.

Above all, setting up the CRM tool takes time. Allow plenty of time for your resources. A CRM system that is properly set up and regularly maintained from the outset will save you an enormous amount of work afterwards - especially when integrating it into third-party systems.

‍