Follow up with registrants and attendees after the event
After an event is over, you need to evaluate how it went and begin following up with registrants and attendees.
Collect attendee feedback with a survey
Dynamics 365 Customer Insights - Journeys includes Customer Voice, a feature for creating online surveys and analyzing the results. We recommend that you take advantage of this feature by creating a follow-up survey for attendees to give feedback on the event.
To promote the survey, you might create a marketing email message to a segment of attendees that you set up. You can include this message in the same journey that you used to promote the event. However, you should use trigger and scheduler tiles to ensure that the message is only sent after the event and only to people who attended.
Note
The surveys feature currently provides limited functionality; you can add anonymous surveys to emails but they can't serve as triggers in customer journeys.
For more information, see Add surveys to your campaigns.
Hand off to sales
Contacts who attend your marketing events are likely to be serious about making a purchase. You should follow up with them immediately to keep them interested. Because Customer Insights - Journeys integrates your marketing and sales operations, your salespeople also have access to all new contacts and leads that your event generates. Salespeople can act immediately by connecting with these contacts and setting up new opportunities.
During the event, people from your organization could be busy talking to potential customers and collecting their contact details. They might register this detail in Customer Insights - Journeys while at the event or they might enter the details afterward. Contacts who registered by using the event website automatically become contacts in Microsoft Dynamics 365 customer engagement apps. Your lead-generation and lead-scoring rules in Customer Insights - Journeys could result in sales-ready leads that are based on registrations and other interactions. Other leads might not be sales ready but could be good candidates for your next nurturing campaign.
For more information, see Hand off to sales.
Review events and sessions attended by any contact
Event and session attendance records are available for all contacts. This information can be helpful to salespeople when they're identifying their most promising leads or when preparing for a call or meeting. To access this information, open a contact record and go to its Events Attended tab.
View and analyze event results
When your event is finished, you generate a wealth of new data in Dynamics 365 Customer Insights - Journeys. The system is well-equipped to help you analyze that data by using detailed analytics.
A few locations to look for event analytics include:
Event management dashboard - This dashboard gives a broad overview of your event planning activities and results from all your events. You can view it by selecting Event Management Dashboard from the view selector at the top of any dashboard page in Dynamics 365. For more information, see The event management dashboard.
Event records - Go to Event planning > Events, and then open the main event record for your event to review results and analytics that relate to that event only. These results and analytics offer more detail than the dashboard about many aspects of the event.
Event journey - Go to Real-time journeys > Engagement > Journeys and open your corresponding event customer journeys. When your event is live, you can begin analyzing how attendees are flowing through your pipeline and relative KPIs. For more information, see Journey operational analytics.
For more information, see View and analyze event results.