What Is the Potential of a Comprehensive Event Management Platform?

Without a doubt, events provide something special. An extensive and diverse calendar of events is an essential component of every successful business plan. Every chance to engage with clients and prospects yields a multitude of information, fresh leads, fostering relationships, and much more.

However, every event type has its own set of requirements and criteria, ranging from little internal webinars to large user conferences that attract thousands of attendees from all over the world. Can an event platform handle everything?

At RainFocus, we’ve always understood that one dedicated event platform can handle everything and that a single, cohesive approach to event technology simplifies planning and execution while maximizing the potential of event data to create unforgettable experiences for attendees.

Reading “The All-in-One Event Management Platforms Landscape, Q3 2024” thrilled us. RainFocus is named one of the “notable vendors” in this recent analysis from Forrester, a renowned research and advisory organization, which also explores the various applications for all-in-one event management platforms.

With total spending across all formats regularly ranking among the CMO’s top priorities, B2B events are crucial to B2B marketing. However, the paper notes that corporations all too frequently approach events as separate strategies. In order to provide more individualized and integrated attendee journeys, various teams plan and carry out events and make decisions on event technology separately, with little thought given to combining the various formats. This is lessened by adopting a more centralized strategy and choosing and implementing an all-in-one event management software to oversee all customer-facing events.

Does that sound familiar? At RainFocus, we have been inspired by the timeless industry problem since the beginning. We think that the 2020 shift to virtual events and the ensuing fervent comeback to in-person events have brought attention to how crucial it is to have a flexible event platform for hybrid, virtual, and in-person events.

The market for all-in-one event management platforms is regarded as “mature,” according to Forrester. Macroeconomic concerns and buyers’ budgetary challenges, the emergence of AI as a disruptor, and the increasing significance of completely integrating event platforms into the entire tech stack are the main market dynamics in the event tech sector listed in the report.

“Deep, bilateral integrations help marketers enhance demand and account-based marketing programs, drive stronger alignment with sales, and deliver more customized attendee experiences,” the research said.

RainFocus also thinks that the full potential of events may be unlocked through simple, safe integrations. Adobe is part of our expanding network of technology partners. Additionally, sales personnel may now participate in their everyday tech ecosystem thanks to the recent release of RainFocus for Salesforce.

Since our organization places a high value on innovation and ongoing client-centric improvements, we are delighted to see research and consulting organizations, as well as other objective, knowledgeable observers, discussing industry progress. We’re eager to see what happens next!