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Customer project

Automated Event Management
for Seminars and Webinars

The solution creates a scalable event architecture that brings online and offline formats together in a single shared process. CRM, Marketing Automation and the webinar platform integrate seamlessly –
for more targeted delivery, clean documentation and automated follow-up including attendance confirmations.

LISTEN TO BUSINESS CASE
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Business Activity

A long-established, values-driven company in the healthcare and natural cosmetics sector that has been developing and manufacturing natural medicines, personal care products, and medical skincare for many decades. The company is foundation-owned, strongly shaped by sustainability, a close connection to nature, and long-term thinking, and employs around 1,000 people.

"With the automated event management we have created an end-to-end process from event creation in the CRM through to follow-up in Marketing Automation. It is especially valuable to us that webinars and in-person seminars now follow a shared logic and that attendance confirmations can be created automatically based on actual attendance durations. This significantly reduces manual effort and at the same time increases process reliability."

Sales Project Team

The Project in Detail

Application

An integrated event management solution for seminars and webinars was designed and implemented for the company. The solution connects a CRM system as the leading system for event creation, target-group logic and process control with the Marketing Automation suite for registration, landing pages, email communication, reminders and follow-up.

For online events, the webinar platform is additionally integrated. Webinars are created directly from within the CRM in the name of the selected organizer. In-person events and webinars follow a uniform process model, but differ in the respective mandatory fields and approval logic.

The goal is an end-to-end process: from the creation of an event through target-group-specific delivery, registration, calendar integration and attendance confirmation to automated follow-up.

Starting point

Before implementation, event management involved considerable administrative effort. Webinars and in-person seminars were sometimes handled differently, data had to be maintained in several systems and the follow-up of webinars in particular caused high manual effort.

Particularly laborious were:

  • The manual maintenance of event-relevant information in several systems
  • The organization of online and offline events via different process logic
  • The manual tracking of attendances
  • The creation and dispatch of attendance certificates
  • The checking of whether people had actually attended a webinar long enough
  • The target-group-specific delivery of events to professional circles, brand partners or selected target groups.

In addition, earlier website- or CMS-based processes were associated with manual data imports into the CRM. This led to high effort and increased the risk of overbookings, media breaks and an unclear data situation.

Solution

The new solution places the CRM at the center of the event process. There, webinars and in-person seminars are created, categorized and provided with the relevant control information.

The central solution components:

  • Uniform creation of webinars and in-person seminars in the CRM
  • Planned CRM wizard with event-type-specific mandatory fields
  • Selection of the organizer directly in the CRM
  • Automatic creation of webinars in the name of the organizer
  • One-time authentication of the organizer for webinar creation
  • Registration via Marketing Automation forms and landing pages
  • Automatic status logic for online events
  • Approval logic for offline events
  • Automated dispatch of Outlook calendar entries
  • Automatic retrieval of participant data and attendance durations after the webinar
  • Creation and dispatch of attendance confirmations based on the actual attendance duration
  • Brand- and target-group-specific delivery via categories maintained in the CRM.

Through the integration of CRM, Marketing Automation and the webinar platform, an end-to-end process arises without duplicate data maintenance and without manual transfer of central event data.

Benefits

The solution considerably reduces the operational effort in event management and at the same time increases process reliability. All relevant parameters are maintained centrally in the CRM and handed over automatically to the Marketing Automation solution or the webinar platform.

The concrete advantages for the company:

  • Significantly less manual effort in creating, communicating and following up on events
  • A uniform process for webinars and in-person seminars
  • Fewer media breaks between CRM, Marketing Automation and the webinar platform
  • Automatic creation of webinar dates
  • Automatic registration and calendar integration
  • Exact tracking of webinar attendance including duration
  • Automated dispatch of official attendance confirmations
  • Lower risk of overbookings
  • Faster registration for participants
  • Transparent traceability directly in the CRM
  • Brand- and target-group-appropriate communication in the matching look and feel.

The complete automation of webinar follow-up is particularly valuable. Attendance confirmations no longer have to be checked, created and sent manually, but arise on a rule basis from the actually measured attendance duration.

Business Impact

The solution delivers the following improvements:

0-0%Less manual effort in webinar and seminar administration
0-0%Less effort in creating and sending attendance confirmations
0%Avoidance of overbookings through central availability and status logic
0-0%Faster event creation through a uniform CRM process and prepared mandatory fields
Further benefits
Considerably higher data quality through central maintenance in the CRM instead of parallel system maintenance
Faster registration for participants, typically within 1 to 3 minutes
At 5 events per month: approx. 10 to 20 hours saved monthly, or 120 to 240 hours annually

For more frequent event programs, several target groups and extensive attendance certification, the effect can be considerably higher. In addition, the risk of manual errors, incorrect participant lists, delayed confirmations and undocumented attendances decreases.

Strategic Value

The company gains a scalable event architecture that brings online and offline formats together in a shared process. The CRM becomes the leading control system, the Marketing Automation solution handles the automated communication and the webinar platform is seamlessly integrated into the webinar process.

This makes event management not only more efficient but also strategically more valuable: events can be delivered in a more targeted way, documented more cleanly and connected more strongly with target-group, brand and professional-circle logic.

Business Impact

The solution delivers the following improvements:

0-0%Less manual effort in webinar and seminar administration
0-0%Less effort in creating and sending attendance confirmations
0%Avoidance of overbookings through central availability and status logic
0-0%Faster event creation through a uniform CRM process and prepared mandatory fields
Further benefits
Considerably higher data quality through central maintenance in the CRM instead of parallel system maintenance
Faster registration for participants, typically within 1 to 3 minutes
At 5 events per month: approx. 10 to 20 hours saved monthly, or 120 to 240 hours annually

For more frequent event programs, several target groups and extensive attendance certification, the effect can be considerably higher. In addition, the risk of manual errors, incorrect participant lists, delayed confirmations and undocumented attendances decreases.

Strategic Value

The company gains a scalable event architecture that brings online and offline formats together in a shared process. The CRM becomes the leading control system, the Marketing Automation solution handles the automated communication and the webinar platform is seamlessly integrated into the webinar process.

This makes event management not only more efficient but also strategically more valuable: events can be delivered in a more targeted way, documented more cleanly and connected more strongly with target-group, brand and professional-circle logic.