In 2022, the global adoption of AI was 2.5 times higher than it was in 2017. Sources like Forbes predict that AI will transform the events industry this year, thanks to its ability to provide access to better attendee data, generate marketing and event content, and help create more immersive, personalized experiences.
AI-driven lead qualification is changing the industry as well. As the technology continues to advance, companies are looking for new and innovative ways to gain a competitive edge by capturing qualified leads more quickly and efficiently identifying the ones that will lead to better customer relationships and increased revenue.
“AI is bringing many improvements to events — from customer service to data analysis and content creation,” says Jeff Moore, vice president of technology and innovation for Strategic Events, Meetings & Incentives at MCI USA. “We were introduced to an AI that was ready for public consumption at the end of last year with ChatGPT, and the last four months have been an explosion of activity around the tool. The end of this year will look very different from the beginning at the rate AI is accelerating. Five years from now, it may be unrecognizable.”
Moore led the development of MCI USA’s event housing and registration platform, OneSystem Plus, which includes Plus Lead — a new AI-driven feature that automatically qualifies leads, giving exhibitors the opportunity to save time and money by immediately knowing where to focus their efforts during and after a trade show. This innovative technology is shaping the industry for both exhibitors and event attendees.
Improved lead quality
With traditional lead cultivation, exhibitors scan a barcode and manually qualify the lead, which means unqualified leads make their way into the sales pipeline. Through AI-powered lead cultivation, the technology automatically compares the attendee’s explicit and implied interests to the products and services sold by the exhibitor, based on the attendee’s demographic and session data, and the products and services offered by the exhibitors who’ve already scanned their badge.
The comparison results in an immediate scoring of the sales lead using data that is only available via the AI engine. This score and lead summary are constantly updated throughout the event as more behavioral data is compiled.
Efficient lead identification
AI-powered lead cultivation allows companies to see the quality of the lead at the time it is captured. By analyzing data on customer behavior, engagement and demographics, exhibitors can quickly identify the leads that will provide the most value. This allows companies to focus their resources where it matters most, leading to increased ROI.
“The biggest benefit of this technology is the amount of time it will save by getting the right attendees with the right exhibitors — and this is mutually beneficial,” Moore says. The Plus Lead platform, for example, can tell attendees which exhibitors they should visit, based on their interests at that point in time. These recommendations are continually updated as they interact at the event.
AI will transform the events industry and how exhibitors analyze sales leads in real-time at trade shows, providing insights and predictive analytics that can speed up the sales process and lead to revenue growth. Through AI-driven lead qualification, not only can exhibitors identify and focus on the most promising leads, but attendees will also maximize their time at your event, connecting with companies that meet their needs and receiving an enhanced, more personalized experience.
Schedule a demo to see MCI USA’s event housing, registration and lead cultivation platform OneSystem Plus in action. Learn more about how this customizable tool can help you run all your company’s events — large or small.
Frances Moffett is the editorial content director at MCI USA.
