Integrating visitor registration with a Customer Relationship Management (CRM) system is not just a matter of efficiency, but a real opportunity to generate economic value.
Registration is no longer limited to collecting names and reasons for the visit: thanks to CRM, this data can be transformed into tools to improve marketing, increase sales and optimize company investments.
In this article we see how the integration between a digital registration system such as Kiosk Varco and platforms such as HubSpot or Salesforce can become a strategic weapon for your company.
Why connect visitor registration to CRM?
Integration with CRM allows you to:
- Centralize data: All information collected during visitor registration is saved directly in the CRM, ready to be used in marketing and sales activities.
- Personalize communications: Visitor data can be used to send targeted invitations to events, local offers or other initiatives.
- Track ROI: Measure the effectiveness of investments in fairs, events and local activities, using real data collected by the registration system.
Application examples to generate economic value
1. Invitations to Local Trade Shows and Events
A registration system integrated with the CRM allows you to know exactly who has visited your company or attended previous events. This data can be used to:
- Send targeted invitations to future events.
- Personalize communications, including specific details about the interest shown during the visit.
- Create qualified attendee lists, increasing the participation rate at future events.
👉 Practical example: After a visit to a company event, attendee data is synchronized or imported into a CRM. The company uses this information to send personalized invitations to a local trade show, highlighting products or services of specific interest.
2. Localized promotions and campaigns
Knowing where your visitors are and what their preferences are allows you to:
- Launch targeted promotions for local customers.
- Organize open days or guided tours aimed at specific audience segments.
- Personalize offers and packages based on recorded behavior.
👉 Practical example: Visitors who have attended a demonstration in your company receive an automatic follow-up with a special offer valid for their geographic area.
3. Upselling and Loyalty
The data collected during registration can be used to identify upselling opportunities or to retain customers and partners:
- Track frequent visitors to offer exclusive rewards or discounts.
- Segment customers based on the type of visit (e.g. training, consulting, purchasing).
👉 Practical example: A partner who frequently visits the company for meetings receives an exclusive invitation to a VIP event with early access to new products.
How Does CRM Integration Work?
Integrating a registration system, such as Kiosk Varco, with HubSpot or Salesforce allows you to automate the data flow and minimize manual work.
1. Data collection during Check-In
During registration, the system collects information such as:
- Name, company and role.
- Reason for visit.
- Contact details (email, phone).
2. Automatic synchronization with CRM
The data is automatically sent to the CRM, where it is:
- Associated with an existing profile (if the visitor is already in the system).
- Used to create a new contact.
3. Using data in CRM
In CRM, data can be:
- Segmented for targeted campaigns.
- Used for reporting, such as analysis of visits by geographic area.
- Integrated with marketing automations (e.g. personalized follow-ups).
Economic benefits of integration
- Better campaign targeting By connecting visitor data to your CRM, you can create more targeted marketing campaigns, increasing conversion rates and reducing advertising costs.
- Event optimization With the data collected, you can measure the ROI of past events and better plan future events, focusing on the most interesting segments.
- Operational efficiency Automation eliminates manual errors and allows your team to spend more time on high-value strategies.
- Customer retention By using visitor data for personalized follow-up activities, you increase customer satisfaction and loyalty.
Conclusion
Integrating visitor registration with CRM is not just a matter of technological efficiency, but a real opportunity to generate economic value.
Accurate data, targeted campaigns and centralized information management allow you to improve communication, increase event ROI and optimize business processes.
👉 For a complete overview on the topic, visit our main guide to digital visitor registration.
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Do you want to transform your visitors’ data into a strategic tool?Discover the advantages of Kiosk Varco for your events and conferences and how integrate it with your CRM. |
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You want to turn your visitor data into a tool strategic?Discover the advantages of Kiosk Varco for your events and conferences and how to integrate it with your CRM.
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