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The Marketer’s Guide to Identifying Buying Signals at Live Events

The Marketer’s Guide to Identifying Buying Signals at Live Events

Alex Geer

At every event, your attendees are sending buying signals, or in other words, leaving digital breadcrumbs of what they are feeling throughout the event. This makes live events one of the best opportunities to learn more about your prospects. However, many marketer’s miss this opportunity due to a lack of data — but this doesn’t have to be the case. 

Buying Signals Mean Data

Data is all around you as your attendees are constantly sending buying signals you can use to discover what each attendee needs. Being able to identify and gather buying signals at your event will not only make your event more effective, it will make you a better marketer. Here’s how:

1. Personalizing the Attendee Experience

Collecting the digital breadcrumbs left behind by attendees allows you to send targeted messages, special offers and relevant communications to each attendee, so you can deliver a personalized attendee experience. The more you know about your attendees, the more you are able to tailor your program to them.

2. Producing More, High-Quality Leads 

Similarly, the more you begin to learn about your attendees, the better quality leads you can send your sales team. In addition to producing higher quality leads, there will also be a higher volume of them due to the data collected.

3. Tracking and Delivering ROI

When you are able to identify the buying signals attendees are sending, you can turn it into data. Having this data provides more value to exhibitors and sponsors, and in turn allows you to better track event performance to prove ROI. 

Collecting and Decoding Buying Signals

Attendees are sending us buying signals at every stage of the event. But how can you, as a marketer, collect and decode these signals? There are three simple steps in the process:

  1. Collect relevant information (buying signals) about your prospects
  2. Rapidly transform that information into value-added, personal exchanges
  3. ​Prioritize leads for follow-up by the time your event is over
  4. As soon as attendees’ sign-up for your event, you’re provided with their entire demographic profile – something that could take months to uncover from traditional forms of digital marketing. At the time of registration, attendees are happy to share their name, organization, mailing address and much more.

In the Marketer’s Guide to Identifying Buying Signals at Live Events, we’ll take you through each stage of an event, from registration to post-event surveys, and share which buying signal takes place at every stage to help you identify these signals at your own events.  At the end of this guide, you’ll be able to transform leads from net-new to sales-ready in 24-hours or less. 

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