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Events are a critical part of any B2B marketing plan. Whether you’re planning in-person events such as conferences and trade shows, or digital events such as webinars or group chats, events can be an excellent way to reach your customers and prospects in meaningful ways. According to the Content Marketing Institute, 81% of trade show attendees have buying authority.

What’s so special about real and virtual face time? It’s key to building relationships. According to 51% of the CMO Council study respondents, these interactions can help achieve business goals and create a significant competitive advantage. No matter what types of events you’re planning, the right approach to data management and marketing automation can eliminate potential issues while maximizing your event ROI. This guide provides eight important tips for taking an automated, data-driven approach to your events.