For me, engagement matters these days more than ever. It's not just about impressions and getting lots out. It’s about how meaningful is what we sent you and are you finding value in what we're providing?
In a recent episode of The Revenue Room™ podcast, host Heather Holst-Knudsen sat down with Liz Irving, President of Clarion Events North America, for an insightful discussion on data-driven strategies and digital innovation in the events industry, which is undergoing a significant transformation in how it measures success and drives growth. Irving shared her valuable insights on this evolution during her interview.
Liz Irving, with over 25 years of experience in the events industry, has been instrumental in guiding Clarion Events from a small team of 16 to a thriving organization with over 270 employees. Under her leadership, Clarion Events has embraced data-driven decision-making and customer-centric approaches to drive growth and innovation.
During the interview, Irving shared her perspectives on the evolving landscape of the events industry, the importance of digital revenue streams, and the role of AI in shaping future experiences. She also discussed Clarion Event's innovative strategies for leveraging data to enhance customer experiences and create new revenue opportunities.
Liz Irving is part of the upcoming RevvedUP conference, taking place February 25-27 at the Art Ovation Hotel in Sarasota, Florida. This gathering brings together CEOs and their revenue-critical C-suite teams to explore data-enabled enterprise value creation and business transformation.
Shifting Focus to Customer-Centric Metrics
In our conversation, Irving highlighted that the industry has moved beyond traditional metrics like square footage. Instead, there's a growing emphasis on more customer-centric measurements:
- Lifetime customer value
- Number of people per logo
- Levels of engagement
She emphasized the critical role of data in shaping business strategies and improving customer experiences. At Clarion Events, data analytics is used to understand customer needs, optimize event experiences, and measure success. This approach has led to more personalized and effective events, driving revenue growth and customer satisfaction.
One of the key innovations at Clarion Events is the development of a Needs Purpose Value (NPV) model to analyze customer responses and tailor experiences accordingly. The company also conducts pulse surveys throughout the customer journey to gather real-time feedback and make immediate improvements. Irving highlighted the use of Power BI for data visualization, which has enhanced their ability to track engagement and conversion rates, enabling more informed decision-making.
To implement these data-driven strategies effectively, Irving shared some key approaches:
• Building a dedicated team focused on digital product and strategy
• Developing the NPV model to understand and respond to customer needs
• Conducting pulse surveys throughout the customer journey
• Utilizing Power BI for data visualization and insights
• Restructuring the marketing team into digital and brand-focused groups
Engagement
The critical importance of digital engagement in today's events industry is recognized by Irving, "For me, engagement matters these days more than ever. It's not just about impressions and getting lots out. It's about how meaningful is what we sent you and are you finding value in what we're providing?" This perspective underscores a shift from traditional metrics to a more nuanced understanding of audience interaction and satisfaction.
Clarion Event's approach to digital engagement goes beyond simply offering online components to their events. They've developed bespoke programs that guide customers through the marketing funnel, starting with broad digital touchpoints and ultimately leading to face-to-face interactions at events. This strategy allows Clarion Event to maintain a year-round presence in the communities they serve, rather than just connecting with customers during annual events.
The COVID-19 pandemic further accelerated Clarion Event's digital transformation efforts. Irving shared an example from their firefighter event, where they launched a learning management software for online training when in-person events weren't possible. This digital innovation not only allowed them to continue serving their community during a critical time but also created a new, subscription-based revenue stream, illustrating how Clarion Event is leveraging digital engagement to diversify their offerings and create value for their customers beyond traditional event formats.
Digital Transformation
We also touched on the digital transformation sweeping the events industry. Clarion Events has invested in mobile apps, online learning platforms, and AI-powered tools to enhance attendee experiences and provide year-round engagement opportunities. A notable example is the learning management software developed for the FDIC Firefighter show during the COVID-19 pandemic, which allowed Clarion Event to continue providing critical training to firefighters when in-person events were not possible.
The value of strategic partnerships with technology providers and the adoption of new technologies like AI and facial analysis to improve event experiences and gather customer insights cannot be overlooked. In one innovative example, Clarion Events is working with Zenith to use ethical facial analysis technology to assess customer sentiment and optimize event layouts and product placements.
Operational Structure
It’s not enough to add in technology. The business operational structure itself needs to be assessed and reworked to allow the new strategies to flourish. She shared details on how Clarion Events restructured its marketing team to better address changing market needs. The company split its marketing function into two specialized groups: digital marketers focused on all things digital and data, and brand marketers who drive customer insights and brand strategies. This restructuring has allowed Clarion Events to accelerate both digital innovation and brand development while supporting each other and the customer.
The customer-centric approach at Clarion Events has led to innovations like bespoke events for specific customer segments. For instance, they created a specialized program for metro fire chiefs at the FDIC Firefighter show, based on data from their mobile app and direct customer engagement.
Yield Management in Sponsorships
As the events industry evolves, there's an increasing focus on yield management, particularly in sponsorships. Irving noted that they're no longer just selling booth space but offering more complex sponsorship opportunities. This shift requires a deeper understanding of:
- The yield of various sponsorship types
- The costs associated with delivering these sponsorships
This focus on yield management is part of a broader trend of "rewriting the rulebook" for how events are sold, marketed, and delivered.
Data Driving Strategy
When asked about the challenges of implementing a data-driven strategy, Irving acknowledged the complexity: "We capture data in so many ways, right? We capture behavior, we capture what people tell us. And we're like, Oh my gosh, we have so much. It's, what do you do with it? How do you make it usable?" She emphasized the importance of narrowing your focus: "For me, it was about getting clearer on what matters. "
Irving also discussed the role of digital solutions in the events industry: "Digital is super important, right? I think it, as a whole, strengthens what the in-person brings. And when I step back and think about who we are as digital, we are actually a data company. That means we have the ability to help connect you with the people that really matter to you."
She went deeper into the aforementioned example of fire chiefs, and how data-driven insights led to innovation: "We created a whole bespoke program for them [metro fire chiefs]. That allowed them to learn and educate at that level of a metro chief officer. We brought in sponsorships to connect them. We understood their individual needs and help match them up with people who would be like minded for them to discuss challenges and opportunities."
Conclusion
Overall, this episode of The Revenue Room™ podcast with Liz Irving offers valuable insights into the evolving landscape of the events industry. Irving's journey from marketing to leadership, her emphasis on data-driven decision-making, and Clarion Event's innovative approaches to customer engagement and digital transformation provide a roadmap for success in the modern events sector. You’ll glean insights to help your business from her candid discussion of challenges, from implementing data strategies to restructuring teams, offers practical advice for industry leaders.
As the events industry continues to evolve, Irving's insights and Clarion's strategies serve as a beacon for others looking to navigate this dynamic landscape successfully.
Listen to the full podcast to hear all the insights from Liz Irving of Clarion Events. And of course, join Liz and other industry leaders at RevvedUP at the Art Ovation Hotel in Sarasota on February 25-27, 2025. RevvedUP 2025 is your pit stop for premium networking, cutting-edge insights, and practical strategies that'll put you ahead of the curve. Fuel your enterprise growth with data and AI-driven strategies, and position your organization for success.
Join us to network with Liz Irving and other industry leaders: Learn more here.
Revenue Room Connect
Revenue Room Connect, an initiative by H2K Labs, is a platform that brings together industry leaders to share knowledge and insights about data, digital, AI, and revenue strategies in the B2B media and events space. Nino Tasca's decision to join the Executive Advisory Board of Revenue Room Connect reflects his commitment to knowledge sharing and networking within the industry. As a board member, Tasca brings his unique blend of experience from both Google and traditional B2B media companies, offering valuable perspectives on data transformation and AI integration. The platform provides an opportunity for executives like Tasca to engage with other curious and innovative minds, fostering an environment of mutual learning and growth. Through initiatives like RevvedUP and Lunch Lab events, Revenue Room Connect aims to drive discussions and strategies that can help B2B media companies navigate the evolving landscape of data-driven business models and revenue acceleration.
