Making the case for unifying marketing and events platforms

March 8, 2021 - Research V41

Event management and marketing automation solutions are critical tools used by companies to successfully manage customer touchpoints and drive engagement. Before the pandemic, integration between the two solutions was less common, as users processed most event data with just the essential event management tools available. With digital now being the primary channel for hosting events, it creates new opportunities to collect additional marketing data and deliver more personalized and relevant content to prospects and attendees. Nucleus identified the challenges of unifying these solutions, including the increased amount of low-quality event data and remaining compliant with data usage and privacy regulations. Interviewed customers who unified the solutions increased event data visibility, created more high-quality leads, and improved event personalization.