Business Case #5 - Event Management Flow

📍 The Problem

A B2B consulting firm regularly hosted webinars and in-person workshops.
Each event created the same operational pain:

• Disorganized sign-ups

• Duplicate contacts

• Missed follow-ups

• Zero visibility on who actually attended

Everything was tracked in spreadsheets. Nothing flowed into the CRM.
Marketing couldn’t nurture. Sales couldn’t follow up. The impact was lost.

⚙️ What We Implemented

1. Smart registration form
   → Collected essential info (name, email, role, intent, channel of origin)
   → Synced directly to CRM (new or existing contacts auto-tagged per event)

2. Automated email confirmations + reminders
   → Personalized based on online/in-person preference
   → Included calendar links, Zoom links, logistics or maps

3. Attendance tracking flow
   → Check-in via QR or link triggered “Attended = yes” in CRM
   → Non-attendees auto-tagged as “No Show”

4. Segmented follow-ups

   • Attendees: received event summary + call-to-action

   • No-shows: received “sorry we missed you” + resource

   • All actions logged, scored, and visible to sales

📈 The Results

• 100% contact accuracy in CRM

• Follow-up emails sent within 1 hour post-event, fully automated

• 22% of attendees booked a sales call within 48 hours

• Sales pipeline gained 37 new qualified opportunities from a single event

✅ Why It Worked

Because it wasn’t just event logistics — it was operational flow.
One form, one system, and every touchpoint aligned from invite to closing call.