Full guide to CRM solutions for event management and sales

Organisers have adopted tools like CRMs in their workflow to streamline and use event data to drive sales and build future strategies.

This article explains what CRMs are, their benefits to tradeshow management and how to choose the right one for your event.

➡️ For more info on how digital tools will shape the events landscape in 2023, download the latest edition Event Tech Forecast.

Here’s what we will cover:

• What is a CRM solution?
• Importance of CRMs in tradeshow planning and sales
• How to choose the right CRM for your event needs
• Popular CRMs used in event management

What is a CRM solution? ?

A CRM is a software solution that allows businesses to manage and streamline their customer relationships and sales processes.

It’s a single platform where allows sales teams can track and manage customer interactions, sales pipeline and satisfaction.

The tool provides a holistic and 360-degree view of customer relationships through features like workflow automation, opportunity management and marketing automation.

It helps businesses improve efficiency by automating repetitive tasks and providing comprehensive features for contact and client management.

A CRM also offers email marketing tools to streamline communication with customers.

Importance of CRMs in tradeshow planning and sales ?

Using CRM software for tradeshows comes with several benefits, especially for salespersons:

• It helps you effectively manage their deals. A CRM allows sales reps to track and organise potential customers, ensuring they stay on top of each interaction. By having up-to-date information on potential clients, sales reps can provide a more personalised experience, increasing the chances of closing a deal.
• A CRM enables better communication between sales reps and potential customers. It stores all the interaction history in one place, including follow-up emails and phone calls. This ensures the sales reps have a complete view of the customer’s journey – allowing for more informed conversations and increased customer satisfaction.
• You get valuable insights into individual performance. Reps can track their sales processes, monitor their cycles and measure their performance against set targets. This data allows you to identify areas of improvement in sales efforts, leading to increased productivity and better results.
• Automating reminders and providing mobile access to the CRM system keeps salespeople organised and in the loop. With automated reminders, reps never miss important follow-ups or key tasks, ensuring a seamless sales process. Mobile access to the CRM allows reps to access customer information on the go, making them more efficient and effective in their trade show interactions.

Also read: How to maximise your audience reach with Events Amplified – the insider’s guide to modern event marketing

How to choose the right CRM for your event needs ✔️

Choosing the right CRM tool for event planning hinges on really understanding your specific needs. So, where to start?

• Assess your event’s scale and budget
• Identify specific features you need such as integration with your existing website and app.
• Consider pricing in context; seemingly pricier platforms might offer more comprehensive features.
• Don’t underestimate usability. A user-friendly interface and stellar support make a real difference.

Expert tip: The best tool is the one that fits your specific requirements flawlessly. Start by identifying your needs and a clear choice will emerge!

Step 2: Consider the different CRMs available to help with your needs

Event planners often grapple with managing customer relationships, marketing campaigns and meeting growing demands. This can be overwhelming, but don’t fear – CRM solutions for event planning are here to streamline your tasks. Here are critical features to consider:

• Session data: Helps track progress and adjust plans.
• Attendant tracking: Insights into audience behaviour for personalised experience.
• Data filters: For precise data analysis.
• Attendee registration & check-in data: Access vital statistics instantly.
• Lead capture: Vital for follow-ups and future opportunity targeting.
• Comparison reports: To evaluate performance.
• Audience segmentation: Helps in tailored marketing actions.
• Account-based analytics: Provides profound insights around client behaviours and preferences.

Remember, the best CRM adheres to your specific needs and budget.

Step 3: Get acquainted with the features offered by each CRM

Getting familiar with your CRM features can greatly enhance your event planning and marketing management efforts. Here’s how:

• Understand your needs: The “best” CRM depends on your specific requirements such as event scale, budget and necessary features. Understanding these needs will guide your CRM selection process.
• Evaluate pricing and offerings: Some platforms may seem expensive but could offer more comprehensive features. Analyse the pricing in relation to what’s included.
• Prioritise usability: A user-friendly CRM with robust customer support makes a big difference. Invest in a tool that’s easy to use and provides assistance when needed.
• Seek out diverse functionalities: A good CRM includes features like customer base maintenance, session data tracking, automated email sequences and payment system integration.
• Customisation: Depending on your budget, consider a customised CRM that better fits your needs. Always research before choosing a tool that suits you the best.

Step 4: Compare cost, usability and other factors

If you are caught in a struggle to find the perfect CRM for your event planning and marketing needs, here’s what you need to consider:

• Identify your specific requirements. What scale are your events? How much is your budget? What features do you need? The solution will come much easier once you know what you’re looking for.
• Assess the pricing in context. Seemingly expensive platforms might offer features that other platforms charge extra for.
• Never compromise usability. An easy-to-use CRM with excellent customer support can make all the difference.

Step 5: Ask questions if there are any concerns about the CRM

Don’t hold back any concerns about the CRM tool – voice them. Ask: “Will the CRM allow me to build custom forms?”, “Can it integrate with my existing email?”, “Does it feature automatic replies and follow-ups?”

A CRM with the right features and usability can transform your show significantly. ask as many questions you need to before making an investment.

Step 6: Test out the CRM prior to use

Find out if the CRM meets your needs by testing out a free trial. Here are the typical steps:

• Sign up to kick-start your free trial.
• Familiarise yourself with the dashboard and tools.
• Test out features; from sending emails and creating templates to managing sales funnels.
• Integrate your existing email addresses to check for communication.
• Test the task management features – add comments, create memos and get notifications about meetings.
• Import customer data and monitor how it handles database maintenance.
• Try out the set-up for automated email sequences.

Expert tip: Pay attention to task tracking and reporting functions – they’re crucial in ensuring tasks don’t slip away unnoticed.

Step 7: Consider integrations available with the CRM

Here’s why CRM integration is crucial:

• Numerous applications: Your chosen CRM should integrate with existing apps like email clients, for seamless sending and receiving.
• Workflow automation: Certain CRM platforms can set up automated email sequences, saving you time.
• Comprehensive usability: Look at CRMs that integrate with live chat and messaging services.

Step 8: Review testimonials from other users

Testimonials unlock real-life insights into the software’s performance, reliability and user-friendliness. They paint a truthful picture – offering you data to assess:

• How efficient the CRM is.
• Whether it’s reliable during high-demand periods.
• If it’s easy to use, especially if you’re time-strapped.

Remember, in the voices of fellow users lie crucial, first-hand knowledge. Their experiences turn into your lessons, saving you from potential pitfalls. Invest time in reading testimonials and reach out to existing or past users to select the CRM with grater confidence.

Popular CRMs used in event management ?

Some commonly used CRMs used with modern event management platforms are:

? Salesforce

One of the most widely used CRMs across various industries, including event management. Its robust features and customisation options make it a popular choice for managing customer relationships, leads and sales opportunities throughout the event planning and execution process.

? Microsoft Dynamics 365

Microsoft Dynamics 365 offers a comprehensive suite of CRM tools that can be effectively used with event management software. It provides functionalities for managing contacts, tracking leads, automating marketing campaigns and analysing event performance.

? HubSpot

HubSpot is a popular choice for event management due to its user-friendly interface and affordable pricing options. It offers contact management, lead tracking, email marketing automation, and reporting features, which are beneficial for event organisers to manage and engage with attendees.

? Pipedrive 

Commonly used by sales-focused event management teams, Pipedrive offers intuitive sales pipeline management, contact management and sales reporting tools to track event leads and deals.

We hope you enjoyed reading this article and found it useful. At ExpoPlatform, we want to help you build better events and communities. Please get in touch and ask for a demo here. Thank you ?