If you organize events, you know how rich a source of contacts they are. But do you know how to make the most of them?
Every registration made for an event is something much bigger than just a filled seat. In fact, the information attendees freely provide represents relationship and business opportunities.
But then comes the big challenge: how do you turn that list of registrants into something truly valuable?
That’s where technology comes in! In this article, we’ll show you how to turn attendees into loyal customers with Even3 and RD Station. You’ll learn about:
- What RD Station is and what it’s for;
- Tips for combining events with a marketing strategy;
- How to use RD Station for events.
What is RD Station and what is it for?
Put simply, RD Station is one of the most widely used digital marketing and CRM tools in Latin America. But do you know what CRM means?
CRM stands for Customer Relationship Management. In practice, a CRM is a system that centralizes all the information about your contacts — like a supercharged address book with basic data (name, email) plus a history of interactions, interests, and deals.
Having a CRM helps you turn event attendees into customers, because it helps you close deals and sell to the right people, in the best way, at the best time.
That’s exactly what RD Station does. The technology helps you capture data, manage it, and sell automatically.
Basically, with RD Station you can:
- Capture leads through forms, landing pages, and integrations;
- Nurture contacts with automated emails, sending segmented messages based on each person’s interests;
- Manage the sales funnel, understanding what stage of the journey each contact is in;
- Analyze results with reports that show campaign and sales performance.
In short: RD Station works as a marketing and sales control center, allowing companies and institutions to communicate better with their audience in a personalized, efficient way.
But what does RD Station have to do with events?
You might be wondering: “Okay, I get what RD Station is. But what does it have to do with events?”
The answer is simple: an event is one of the best marketing opportunities you can have.
Imagine a trade fair, for example. Hundreds or even thousands of people register, attend, and interact with your brand. But you don’t always sell to all of them. Now what?
Events open the door to acquiring contacts organically. You meet people with specific interests, different levels of knowledge about your product or service, and different expectations.
Afterward, a CRM like RD Station helps you nurture the relationship with them and sell exactly what they need, when they need it. This is what we call leads and lead management.
Here’s how it works:
Lead
When someone registers for your event, they’ve already taken the first step toward a relationship with your brand.
That contact then becomes a lead — someone who gave you their information and can be nurtured until they become a loyal customer.
Sales funnel
Now think of the sales funnel as a map showing what stage that lead is at.
- Some people are just at the awareness stage, the top. They’re still learning about the topic, discovering they have a problem, and don’t yet know your product can help;
- Others are in consideration, the middle. They already know they have a problem, want to solve it, and are comparing alternatives — you among them;
- And some are already at the bottom of the funnel, in the decision stage — ready to buy your product.
An event can bring all these profiles together in one place, or be aimed at just one of them.
That’s why the secret is knowing how to identify each stage and personalize your communication with RD Station.
Marketing automation
After capturing leads, it’s time to activate marketing automation.
Instead of spending hours sending manual emails, you can schedule automatic, segmented messages.
For example, if you want to use an event to sell products, you could create the following automated email flow:
Top of funnel (after event registration)
As soon as someone registers, you can send a welcome email that introduces your brand and delivers immediate value.
Middle of funnel (pre-event)
A few days before the event, send an email showing how your company solves a real pain point for your audience.
Bottom of funnel (post-event)
Once the event ends, it’s time to turn interest into a sale. Send attendees an exclusive offer.
Follow-up (ongoing nurturing)
People who didn’t buy can keep receiving content that reinforces your authority and shows social proof.
Lead management and nurturing
Remember those example emails? This process is called lead nurturing: offering relevant content and information until the person is ready to buy your product.
Nurturing doesn’t have to stop after the purchase, either. You can keep the relationship going with your audience to build loyalty or launch new products.
How to use RD Station for events?
By now, you can see the difference RD Station can make for events. Let’s look at how it works in practice alongside an events platform.
RD Station itself lets you integrate with certain platforms, such as Even3.
In short, Even3 is the platform where you manage your event. RD Station is where you manage your contacts and your brand’s communication strategy.
When they work together, you save time, gain organization, and get far more meaningful results.
Even3 + RD Station CRM integration
One of the products offered within RD Station is RD Sales CRM.
In practice, when integrated with the Even3 platform, here’s what happens: whenever an attendee confirms their registration for an event or activity on Even3, or when a sale is approved, that information goes straight to RD Sales CRM.
In other words, no exporting spreadsheets and no manual updates.
Practical example: imagine you organize a technology fair. An attendee confirms registration for a session on artificial intelligence. That information automatically flows to the CRM, updating that person’s contact record and showing they have specific interest in that topic. This helps your sales team have much more targeted conversations after the event.
Benefits:
- All contacts go straight into the sales funnel;
- The team can track opportunities in real time;
- Events can be used more strategically within the sales funnel;
- Relationship history stays centralized, with no risk of losing information.
Integration with RD Marketing
Beyond the CRM, integration with RD Marketing helps you create automatic communication flows.
As soon as an attendee’s registration is confirmed, or a sale is approved, the data automatically flows to RD Marketing.
There, you can set up segmented campaigns, personalized lists, and even automatically change a lead’s status to “Customer.”
Practical example: think of an academic conference. As soon as an attendee confirms registration, they can automatically receive an email flow tied to the event’s theme and valuable content that naturally moves them through the sales funnel.
Benefits:
- Centralized data for smarter marketing campaigns;
- Attendees receive segmented, personalized communications;
- Greater engagement before, during, and after the event.
Finally, it’s worth remembering that RD Station is not free. The tool has several paid plans for those interested in integrating it with an events platform.
Even3, on the other hand, is free — and it doesn’t only connect to RD Station. With the Even3 events platform, you can also connect to tools like ActiveCampaign, LeadLovers, Ramper, Mailchimp, and others.
You can also take advantage of other free marketing features, such as email marketing for attendees, an event website, online registration forms, and much more.
Create your event on Even3 now and discover how to use it to boost your business results.
