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Event Management

Event Management

Must-Have Platform Features for Unified Events Management

5 Jun 2024 | Heather Pryor | 3 minutes

The events channel is much less likely than other marketing channels to have its own platform. Instead, organizations often purchase two or more solutions to deliver all of their events. 

Combining the management of all events into a single event management platform offers several advantages and allows organizations to consolidate their event tech spend. But it’s important to make sure the chosen platform can meet all requirements for virtual and in-person events of all sizes and in all different formats. 

When evaluating all-in-one event platforms, first consider compatibility with your other marketing and sales technologies. For example, does the platform meet your organization’s security standards? Can it be repurposed for different types of events? How will your event data be integrated into the customer journey? 

Reports evaluating the event tech landscape, such as the recent Gartner® Magic Quadrant™ for Event Technology Platforms, can help organizations find a platform suitable for all use cases. These reports cover platform capabilities, customer feedback, company details, and other important facets. 

Having delivered thousands of events over the years, we’ve also distilled the most important platform features to keep in mind during your research: 

1. Flexibility

A true all-in-one solution should be flexible enough to deliver virtual, in-person, and hybrid events. Does the platform have streaming capabilities and on-site technologies? Does it come with a mobile app? Does it leverage rules-based automation to guide attendees to the right experience?  

2. Reusable Components 

There’s no sense in purchasing an all-in-one platform if it requires duplicating work for each event. Look for a platform that enables you to copy registration, branding, emails, and more from one event to the next. Event templates can save your team hundreds of hours of work.  

3. Universal Reporting 

A critical component of unified event management is consistent reporting. An all-in-one platform should include multi-event and single-event reporting for identifying trends and areas of opportunity. Industry benchmarks for events similar to your own in size and format also provide guidance. Look for a platform vendor that offers a range of reporting options and benchmarks to support goal-setting.  

4. Single Integration Point for Marketing and Sales Tech

Multiple integration points with the marketing and sales tech stack can impair the ability to compare data from event to event. Instead, a single integration point with popular platforms from leaders like Salesforce and Adobe provides a cross-functional view of customer engagement over time. Each team can drive more business through events. 

5. Top-Notch Security 

Finally, because all-in-one platforms capture so much information about attendees, they require the highest standards of security. Finding a platform with industry-standard certifications and other security features keeps everyone safe, shielding you from potential lawsuits, fees, and other consequences. 

6. Dedicated Support

Finally, the event platform provider should have the bandwidth and expertise to support your complete event portfolio. A partner with proven implementation processes, complete training, and a team to assist as needed will help your events succeed and increase your team’s efficiency.  

Request a demo to learn how RainFocus unified event management.