Is Your Event Tech Stack Optimized for Results?

Questions you need to ask to build a strategic meeting operation.

2024 is the year of doing more events that matter, more experience-driven events that drive more engagement and connections.

After meeting planners scrambled to add needed technology functionality over the last three years, and event tech companies developed, bought, or merged their way to enhanced platforms, many meeting professionals may find themselves with redundant, siloed, or outdated technology. We talked to Alon Alroy, chief marketing officer with the B2B conference software company Bizzabo to find out how to build a tech stack that delivers results.

Q: Why is it so important that meeting professionals assess their tech stack now?

A: Regular technology stack reviews and consolidations are a healthy part of running any business, and events are no exception. Especially after three years of rapid iteration and constantly changing requirements, now is the right time to pause, review, and identify how your event technology investments are enabling a more efficient and effective event execution, enhancing the overall attendee experience, and driving better ROI. It’s crucial to ensure that your tech stack is aligned with your evolving event strategies, eliminating redundancies and fostering a seamless flow of data.


Q: How can the right mix set events up for success going into 2024?

A: 2024 is the year of doing more events that matter, more experience-driven events that drive more engagement and connections. The result? More brand loyalty and more revenue.

This type of event-led growth is only possible with efficient, encompassing event management software that can deliver personalized and frictionless experiences that facilitate attendee engagement, seamlessly deliver data-driven insights, and provide real-time adaptability. The right tech mix empowers professionals to meet the demands of modern audiences, driving brand affinity, revenue growth, and overall success in 2024.


Q: Can the appropriate technology interface integrate meetings into the overall marketing pipeline?

A: Live events and conferences are essential components of comprehensive marketing strategies, and having the right technology ensures that these events are not happening in isolation but are deeply integrated into the broader marketing ecosystem. Event technology should enable the capture and seamless transfer of attendee data to and from CRMs, empowering personalization and tailored outreach pre-, during, and post-event. This integration is a priority for deriving maximum value from events, aligning them strategically with broader marketing goals.


Q: What is the best way to set up a dashboard that shows event ROI?

A: Every business will care more about some metrics than others, but broadly, an effective event dashboard should show a comprehensive view of key performance indicators (KPIs) and metrics that are relevant to your specific event and overall business goals. 

Q: What are the first steps?

A: The first steps in optimizing your event technology stack for 2024 involve a strategic approach. Here are some steps to consider:

  • Define your KPIs: Determine what success means for your event, whether it’s lead generation, pipeline generation, revenue influenced, brand engagement, or other objectives.
  • Choose the right tools: Invest in event technology that allows you to measure the selected KPIs effectively, in real-time, and bidirectionally pass data to your systems of record.
  • Customization: Tailor your dashboard to display the metrics that matter most to your organization, such as registration to attendance rate, ticket revenue generated, MQLs, etc.
  • Integration: Integrate your event technology with other marketing and sales tools to provide a holistic view of ROI across the entire marketing pipeline.
  • Develop a data strategy: Plan how you will capture, analyze, and utilize event data to measure ROI and make data-driven decisions.
  • Train your team: Ensure that your team is proficient in using the technology and is aware of the tools and processes in place.
  • Regular monitoring: Continuously monitor and analyze the data to make informed adjustments and improvements for future events.


Q: What are the questions meeting professionals should be asking themselves?

A: In the dynamic field of event technology, it’s crucial for professionals to consistently assess and carefully contemplate key aspects. This isn’t just a routine task; it stands as a strategic imperative. Professionals responsible for planning and executing events, armed with both meticulous planning skills and adaptability in real-time scenarios, play a pivotal role in navigating the ever-changing technological landscape.

Meeting and event professionals should be asking themselves a series of key questions to ensure their event tech is not just on par but also setting the pace. The proactive process of asking pertinent questions serves as their compass, guiding them toward establishing a forward-looking event technology ecosystem.

  • What are our event goals, and how can tech elevate our game?
  • Are our current tech tools aligned and able to help us deliver on our event objectives?
  • Can we streamline and declutter our tech stack for maximum efficiency?
  • How well is our event tech integrating with our broader marketing strategy?
  • Are we harnessing event data effectively for robust ROI measurement?
  • Is our team equipped with the skills to navigate and maximize event tech?
  • What tactical tweaks can we implement to elevate attendee experiences and ROI?
  • How can we ride the wave of emerging tech trends, like smart badges, setting the standard for our industry?

In essence, this continuous evaluation is not just about ticking boxes; it’s a strategic introspection that empowers professionals to navigate the complexities of the evolving event technology landscape with confidence. By addressing these questions, meeting and event professionals not only ensure they have the most efficient tech in place but also position themselves as pioneers, ready to shape the future of event experiences. This forward-thinking approach becomes the cornerstone of a tech-savvy and future-ready event strategy.


Interested to learn more about how Bizzabo can help you level up your event tech stack? Check out our on-demand demo or book a 1:1 consult with our team