Almost two thirds of event marketers say they want to see a change in the way delegate information is recorded, according to a survey carried out by IET Venues.

A total of 61 per cent of event marketers feel current methods of capturing data at events and ways in which this data is used, need to improve. By failing to make the best use of processes and technology, organisations are missing out on opportunities to fully integrate their marketing around events, according to the Optimising Opportunities Survey.

The survey found that 77 per cent of respondents collect business cards as a method to generate new leads, 82 per cent use badge scanners as well and just 14 per cent said data was fed automatically into a CRM system to be used at a later date.

However, 48 per cent are still opting to use a database or spreadsheet to track progress as opposed to a CRM system, while 5 per cent revealed that they fail to track progress at all.

“Using events and exhibitions to showcase your business, network and meet potential new clients is nothing new to event marketers," said Simon Timmis, marketing manager, IET Venues.

He added: “It is however, important that you are gaining the full value from tradeshows and maximising return on the investment by using the information that is given to you for the purposes you state. An overhaul of processes and technologies as such needs to be considered so that data is captured effectively, recorded efficiently and follow-up tracked successfully to save time and generate solid leads.”