{"id":81391,"date":"2023-02-21T18:10:01","date_gmt":"2023-02-21T18:10:01","guid":{"rendered":"https:\/\/www.airmeet.com\/hub\/?p=81391"},"modified":"2023-06-27T09:01:22","modified_gmt":"2023-06-27T09:01:22","slug":"event-intent-and-why-every-cmo-should-care-about-it","status":"publish","type":"post","link":"https:\/\/dev-hub.airmeet.com\/hub\/blog\/event-intent-and-why-every-cmo-should-care-about-it\/","title":{"rendered":"Introducing Event Intent (And Why Every CMO Should Care About It)"},"content":{"rendered":"\t\t
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80% of customers<\/span><\/a> are more likely to buy from a brand that offers personalized experiences.\u00a0<\/span><\/p>

With companies relying on the same personalization tactics, sales and marketing teams need new ways to get buyers\u2019 attention.\u00a0<\/span><\/p>

Here\u2019s the good news: if someone adds your event to their overstuffed calendar, they\u2019re interested in what you have to say.\u00a0<\/span><\/p>

Attendance and event interactions are stronger signals than just about every other format of intent data that B2B companies are using today.<\/span><\/p>

A whole new wave of intent data is coming and it\u2019s going to be huge:<\/span> event intent<\/b>.<\/span><\/p>

Event intent is made up not only of registration and attendance, but also how each contact engaged with polls, sessions, chat, and more.\u00a0<\/span><\/p>

If you wanted to, you could organize an entire event designed to collect the exact sort of intent insights you crave from your target accounts (for new revenue) or current accounts (for expansion opportunities).\u00a0<\/span><\/p>

Let\u2019s get into why I believe event intent deserves a long stint in the spotlight\u2014and how you can use it.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Get to know your buyers\u2014on your terms<\/strong><\/h3>\n

Virtual, hybrid, and in-person events all offer their own set of zero-party data, which are insights that your audience shares intentionally with your brand. Think answers to event registration questions, polls, swag preferences, voting for experiences, etc. The data that your attendees willingly give you.<\/span><\/p>\n

This zero-party data has a very different flavor than first-party data. Website analytics isn\u2019t offered intentionally (despite cookie \u201cacceptance\u201d). Although necessary to compete and win today, experiences that are personalized with first-party data can make people feel like they\u2019re being spied on. But with zero-party data, you can <\/span>customize experiences based on information given willingly and proactively<\/b>.<\/span><\/p>\n

And let\u2019s be real\u2026third-party data, for its part, is <\/span>dying a little more each year<\/span><\/a>. So zero-party data can serve not only as a nice <\/span>accompaniment to first-party data<\/span><\/i>, but also as a powerful <\/span>replacement for third-party data<\/span><\/i>. If you drive paid traffic to your event registration pages, you can build out your knowledge of each contact before, during, and after the event using event intent data.<\/span><\/p>\n

Respect the time attendees give you<\/strong><\/h3>\n

It\u2019s not like you <\/span>want<\/span><\/i> engagement data to fall through the cracks. <\/span><\/p>\n

But it does, because you\u2019re dealing with\u2026<\/span><\/p>\n