The CRM Team's Guide To Experiential Data Capture [eBook]

Experiential marketing has grown exponentially across industries in an effort to cut through the clutter of traditional advertising. According to Freeman, 1 in 3 CMOs expect to allocate 21-50% of their budget to brand experience. Additionally, the US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries.

It’s easy to see why the market is moving this way: social and digital platforms are more crowded than ever, and traditional advertising has grown stale. At the same time, consumers are demanding more.

When done right, experiences can hyper-qualify consumers, taking them from awareness to affinity within hours. This kind of relationship is the holy grail for brands, as it allows them to drive sales, penetrate new market segments and generate lifetime brand advocacy.

In the past, the problem with experiential, event and in-person marketing is that it was difficult to capture data and quantify results. Any data captured would be of low quality without any standardization across entry points, events or even within organizations and their respective tiers/departments.

However, with advancements in tech and data capture, this workflow has changed dramatically over the last 5 years. These major shifts have now started to form the backbone for using CRM for experiential data capture.  

• 92% of marketers will use marketing analytics and 91% will use a CRM system by 2019—that’s a 30% anticipated year-over-year growth.
• High performers are 4.2X more likely to be satisfied with their ability to leverage consumer data to create more relevant experiences3.
• When marketers use experiential technology, they see event attendance increase by 20%, productivity by 27%, and costs decrease by 20-30%.

Those who get it right clearly win big. But despite adoption of tech and CRM, many teams are still struggling with how to implement these systems. This eBook will explain how marketers within CRM teams can better understand their role in turning activations into data, and data in sales. It will also offer actionable best practices to ensure your CRM is set up properly for experiential data capture.

Click here to download this ebook.

In this ebook, we'll cover:

• Why you need to move beyond CRM to determine ROI
• Why your CRM system needs offline data capture
• Best practices for integrating CRM with other tech