Events generate a lot of data and contact moments that make manual follow-up almost unworkable. AI can automate registration, communication and follow-up. Here is what that looks like in practice.
A B2B organisation hosted eight events per year, each with 150 to 400 participants. The registration, communication and follow-up processes were largely manual: confirmation emails, reminders, post-event follow-up and qualifying leads from the participant list. This cost the team two full weeks per event.
Each event generated dozens of contact moments per participant: registration confirmation, practical information, reminder, arrival confirmation, post-event thank-you email, evaluation form, follow-up email with materials, and for interested leads a personal follow-up.
With 300 participants per event and eight events per year, that means thousands of emails and contact moments managed manually. The inconsistency in timing and quality was noticeable.
The team implemented an automated event workflow in four phases.
Phase 1: Automated registration and confirmation Upon registration, a personalised confirmation email was automatically sent with practical information, a calendar invite and a QR code for check-in on the day. No manual action required.
Phase 2: Automated pre-event communications An automatic series of messages was set up: three weeks before the event a content preview, one week before practical information, day before a final reminder. Each email was personalised by name and registration details.
Phase 3: Post-event workflow Within two hours of the event ending, a thank-you email was automatically sent with a link to presentations and the evaluation form. Based on completed evaluations, automatic segmentation was created: satisfied participants, neutral participants and participants who indicated areas for improvement.
Phase 4: Lead qualification and follow-up Participants who completed the evaluation form with interest in more information or a conversation were automatically forwarded to the sales team with a lead score based on their registration data, attendance on the day and evaluation answers.
Beyond workflow automation, AI was used for two specific tasks.
Summarising evaluation responses: with 300 participants, manually reading open answers to evaluation forms is time-consuming. AI summarised the most frequently mentioned themes and identified the main improvement points.
Personalised follow-up emails for warm leads: for participants who had shown interest, AI generated a first draft of a personalised follow-up email based on their registration data and the session(s) they had attended.
The QR code check-in worked well technically, but some participants had trouble scanning on the day itself. A manual backup procedure was needed that could not be automated.
The post-event AI summaries of evaluations were useful for trends, but missed the specific anecdotes and quotes that are most valuable for improvements. A combination of AI summary and manual review proved necessary.
AI-assisted event automation significantly reduces the operational burden while improving the consistency and speed of communications. The most direct gain lies in standard communication workflows; the added value of AI for content analysis requires human supplementation.
Mach8 helps organisations automate event processes and lead workflows. View our AI agents service or get in touch.
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