Is Your Martech Stack Missing a Virtual Events Platform?

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Building the Ultimate Marketing Arsenal: Hopin Events and the Martech Stack

Merriam Webster might lack a definition for 'Martech Stack,' but we know it when we see it – a harmonious blend of software and tools that drive your marketing strategy. And the secret ingredient for this recipe is a robust, versatile virtual event platform. 

Because much like a sports game without an arena or a concert without a stage, your marketing playbook is incomplete without a comprehensive event strategy. 

It's not just about hosting webinars or virtual conferences, it's about creating a rich ecosystem where your leads, analytics, sponsorships, and brand engagement coalesce. It's about providing a memorable, branded experience to your audience, and leveraging data for an enhanced, personalized experience. 

The true power of a virtual event platform like Hopin Events isn't just in providing a digital venue. It lies in its ability to mesh into your marketing tech stack.

It transcends the simple click of a mouse, and delves deeper to provide genuine, meaningful engagement, transforming a sea of faces into a community of engaged individuals. 

Buckle up, as we embark on this journey to unearth the tremendous potential of Hopin Events, and how it integrates into your martech stack, illuminating a path to successful digital marketing. 

Trust us, it’s a voyage worth embarking on.

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So, what is a ‘Marketing Tech Stack’, anyways?

A marketing tech stack, or 'martech stack' might sound like a complex concept, but it essentially refers to the collective suite of technologies that a business employs to power its marketing operations and activities. 

While it might be challenging to define, akin to abstract concepts like 'engagement,' we recognize a martech stack when we experience its seamless orchestration of various marketing functions. 

At its simplest, a martech stack is your marketing command center.

It's a collection of different tools and software that streamline, automate, analyze, and amplify your marketing efforts. Each component of the stack serves a specific purpose, yet they are interconnected to form a comprehensive and cohesive marketing infrastructure. 

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The ROI of a virtual events platform in your Martech Stack 

So if you are looking to automate, analyze, and amplify your marketing efforts, how does a virtual events platform fit into all of it? 

Luckily, quite easily. 

It can be difficult at times to calculate the return on investment (ROI) from physical events. This is mainly down to the lack of data you can collect while the event is going on. However, the ROI a virtual events platform can generate and its impact on your overall marketing strategy, is far-reaching. 

Here are 7 ways virtual events generate a return on your marketing investment:

1. Increased Reach 

Unbound by geographical restrictions, virtual events offer a global stage for your brand. 

This widens your audience base dramatically, boosting brand awareness and paving the way for potential sales, making them a key tool in your martech stack. 

2. Reduced Costs 

Virtual events eliminate numerous expenses associated with traditional, physical events, such as venue, travel, accommodation, food, and logistics. This cost-efficiency is a major contributor to your ROI, freeing up resources to enhance the event experience for your audience. 

3. Data Collection 

Virtual event platforms are gold mines for data. They track attendee engagement, behavior, and preferences, providing insights that enable you to fine-tune your marketing strategy, increase conversion rates, and improve customer satisfaction. 

4. On-demand Content 

The advantages of virtual events extend beyond their conclusion. By offering on-demand access to content, they turn a single event into a continual source of lead generation and engagement, stretching the return on your initial investment over a longer period. 

5. Sponsorship Opportunities 

Virtual events also open the door to sponsorship opportunities. This additional revenue can offset the costs of organizing the event, and, in certain cases, even generate a profit. 

6. Networking Opportunities

Platforms like Hopin Events are built to foster networking, offering features such as virtual meetups and roundtable discussions. 

These create opportunities for valuable business relationships and partnerships, an aspect often thought exclusive to in-person events. 

7. Reduced Environmental Impact

In an increasingly eco-conscious world, virtual events shine. They significantly reduce the need for travel and physical resources, offering an environmentally friendly alternative that resonates with modern audiences.

8. Accessibility and Inclusivity

Today, audiences are more global than ever, many of whom cannot travel due to physical limitations or illness, company's cutting travel costs, or personal schedules. Meetings on the go are everything for businesses to keep the entire community engaged and thought-of versus potentially feeling like an afterthought if you can't make an in-person event.

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What a best in class martech stack looks like

As we mentioned before, your Martech stack can be thought of as your marketing command center. You can consider it as a layered structure, where each layer corresponds to a different tool in your marketing toolkit.

You have the Customer Relationship Management (CRM) layer, such as Salesforce, that manages and analyzes customer interactions and data. 

The Email Marketing layer, possibly Mailchimp, ensures targeted and timely communication with your audience. 

You'll find layers for Social Media management, like Hootsuite, Content Management Systems such as WordPress, and Marketing Automation platforms like Marketo.

Add layers for Analytics and Performance Tracking tools like Google Analytics, SEO software like SEMrush, and your stack begins to look like a robust marketing powerhouse. 

However, a crucial layer that completes this structure is the Virtual Event Platform, with Hopin Events fitting perfectly into this role. 

In the broad perspective of your marketing ops, your martech stack is a strategic configuration of tech that enables each component to work in harmony, delivering a seamless, efficient, and effective marketing strategy. 

It's about selecting the right tools and integrating them to function as a unified, holistic entity. 

As we continue with our exploration of martech stacks, we will dive deeper into why a virtual event platform like Hopin Events is not merely an additional component, but a critical element in your marketing tech arsenal. 

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How Hopin Events fits into your tech stack 

When it comes to hosting virtual events, conferences, and webinars, Hopin Events is the ace up your sleeve. It's not just an online events platform, but a multifaceted powerhouse that nestles snugly into your marketing tech stack.

Let's delve into the specifics:

1. Lead Generation and Customer Engagement 

Engagement is the lifeblood of virtual events, and Hopin Events ensures it flows freely. With interactive elements such as live chat, Q&A sessions, and networking opportunities, Hopin Events encourages conversations, stimulates engagement, and effectively generates leads. 

And its integration with CRM systems and marketing automation tools ensures a seamless transition from lead capture to nurturing. 

2. Analytics and Insights 

Hopin Event's robust analytics and reporting functionalities offer a window into your event's performance. 

It presents a detailed view of attendee behavior, engagement metrics, and registration data. By harnessing these insights, you can optimize your marketing strategies, make data-driven decisions, and measure the true ROI of your events. 

3. Integrations 

Hopin Events integrates seamlessly with a ton of third-party marketing tools. 

Whether it's a marketing automation platform like HubSpot or Marketo, a CRM system like Salesforce, or a webinar platform like Zoom or Webex, Hopin Events bridges the gaps, ensuring a unified and efficient marketing workflow. 

4. Email Marketing and Communication 

While Hopin Events provides custom email communication functionalities, it truly thrives when paired with dedicated email marketing tools like Mailchimp. 

This synergy allows you to leverage your existing email marketing campaigns for event promotion, attendee communication, and post-event follow-up. 

5. Social Media Integration 

Hopin Event's social media integration capabilities let your events spread across the social media landscape. 

Coupling it with social media management tools like Hootsuite or Sprout Social streamlines social media scheduling, monitoring, and engagement, amplifying your event's reach. 

6. Website Integration 

Your website is the online home of your brand, and Hopin Events makes sure your events have a prime spot on it. 

By embedding registration forms or Hopin widgets, you simplify the registration process and enhance the user experience, nudging more visitors towards attending your event. 

Hopin Events is more than a virtual event platform. It's an integral component of your marketing tech stack, intertwining with various other tools to empower lead generation, personalize communication, drive data-led insights, and streamline event promotion.

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What is a martech stack without Hopin Events? 

In today's digital landscape, a martech stack without Hopin Events is arguably incomplete. Here's why:

1. You're missing out on hosting immersive and engaging virtual events: Hopin Events serves as the cornerstone of a comprehensive marketing strategy, enabling you to create virtual events that captivate and engage your customers.
2. You're breaking apart the customer journey: Hopin Events' robust event management seamlessly orchestrate branding, ticketing, scheduling, and session management. This streamlined approach ensures a smooth and professional event experience, enhancing both lead generation and customer engagement.
3. You're missing key analytics With Hopin Events, you gain access to powerful analytics and reporting functionalities. Dive deeper into attendee behavior, engagement metrics, and registration data. These insights are crucial for optimizing your marketing strategies, making data-driven decisions, and accurately measuring the full customer journey.‍
4. Integration Capabilities: Hopin Events integrates seamlessly with various marketing tools, including CRM systems, marketing automation platforms, email marketing tools, social media management tools, and more. This integration enhances workflows, enables personalized experiences, and amplifies the reach of your virtual events.

By incorporating Hopin Events into your martech stack, you unblock your full marketing funnel. You can drive meaningful connections, gather valuable data, and deliver memorable experiences that resonate with your audience at every step of the journey.

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Takeaways:

1. Hopin Events boosts lead generation and enhances your customer engagement.
2. The robust analytics and reporting functionalities of Hopin Events provide valuable insights into attendee behavior, engagement metrics, and registration data —allowing you to enrich your customer profiles, surface opportunities, and close deals faster.
3. Hopin Events seamlessly integrates with various marketing tools, such as CRM systems, marketing automation platforms, email marketing tools, and social media management tools. This integration streamlines workflows, enables personalization, and amplifies the reach of your marketing strategies.

Incorporating Hopin Events into your martech stack completes the marketing tech stack, empowering you to drive meaningful connections, gather valuable data, and deliver memorable experiences throughout your customer's journey. By embracing the power of Hopin Events, you unlock the true potential of virtual events and elevate your marketing strategy to new heights.

Every martech stack is different. If you are interested in seeing how Hopin Events fits into your unique martech stack, reach out to one of our team members today. 

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