Capture leads on your event with TapEvent and Marketo
TapEvent – TapCrowd’s mobile solution for events – is now listed on Marketo Launchpoint, allowing Marketo customers to discover and leverage TapEvent for their company events. Launchpoint is Marketo’s marketplace where marketers can discover a wide range of cloud solutions to run their business. TapEvent integrates with Marketo in various ways, and makes it easy for Marketo users to build a professional event app and capture leads within the app.
But first, let’s take a step back. What the heck is the link between Marketo and TapEvent ?
Promote your event with Marketo
Marketo is a marketing automation platform, and many event organizers (and marketers in general) use Marketo to promote their events, in order to get more registrations, and at the same time get more leads for their business.
Let’s say you are the marketing manager of an IT company and you are hosting an event as part of your marketing mix, such as a conference or seminar. In both cases the goal of your event is to meet new people, get new leads and capture product interest from visiting prospects.
You can use Marketo to send out invitations and to publish a registration form so people can register for the event. Marketo will keep track of who opened your email, who visited your website, what they looked at etc. Within Marketo you can manage your invitations and get a list of interested people that might need a follow-up call to get them to actually register for the event.
Your event app is a direct communication line towards your attendees
With TapEvent, you can build a professional event app that attendees can use before, during and after the event. People will use the event app to find their way around, see the agenda, select sessions to attend, and to meet other attendees or representatives from your company.
Your event app is not just a great service to your audience, it’s your 24/7 communication line that allows you to stay in touch with attendees throughout the event. You can send for example push notifications with last minute announcements.
And last but not least, the event app is your “sensing device” to capture attendee interests while they are at the event. The app will learn about the interests of each app user, and send that information back to Marketo. The app will feed your lead database with new information, making it richer and giving more insight into who’s a “hot” lead that needs follow-up.
TapEvent and Marketo: connecting the dots
How do we do capture leads in your app ? Within the app you can easily integrate Marketo forms. These forms can be linked to for example an event topic, a track or a speaking session. People can fill out a short form within the app to get more info, or e.g. to receive the slides of speakers. Each time a form is submitted, this information goes directly into Marketo.
Another integration consists of using Marketo’s scoring within the app. Marketo scores leads as they visit pages from your website. With TapEvent, you can extend this to your mobile event app. For example each time a user adds a session to his personal agenda, this will increase the score of the lead for a certain topic or product category.
Capture leads during your event, when it matters most
With TapEvent for Marketo, we bridge the gap between the online world (your website), and the physical world (people at your event). You can now capture leads on your website with Marketo, and continue this process while attendees are at the event.
Your event is the number one time and place where you can capture a wealth of information on interests from prospects. It’s a unique moment where people gather around your products, services or technology and in this short time span you need a smart app to capture all opportunities. TapEvent makes sure you capture all this valuable information, and sends it directly to Marketo so you instantly know who’s a hot lead. So once the event is over, your sales people know exactly who they need to call!
— Niko, CEO TapCrowd Follow @nikonelissen