The event is over. The manual work is just starting.
A 200- to 400-person attendee list might look manageable until Marketing Ops has to turn it into something the rest of the GTM team can actually use.
For a virtual event, attendee and engagement data may live in the event platform. After an in-person event, the team may be working from a spreadsheet with attendee information, Sales notes, meetings held, and follow-up requests.
Then there’s everything already sitting in your other systems. Records need to be matched or created in the CRM. Missing account and contact information may need to come from an enrichment source. Qualification criteria need to be applied. And each attendee needs to be routed based on what should happen next.
That can mean hours spent moving between systems and spreadsheets, checking fields, filling gaps, applying rules, and sorting attendees before anyone can follow up.
By the time the list is ready, some of your best event leads may have already lost momentum.
The play: Describe the routing logic. Ballet builds the workflow.
You don’t have to build the integrations or figure out how to connect the systems yourself. Tell Ballet what you want to happen to the attendee data in plain English.
What you hand Ballet
When new event attendee data is available, whether it comes from Goldcast or an in-person event spreadsheet, match each attendee to the correct contact and account in Salesforce. Bring in the event details and Sales notes, pull in any additional information we need from ZoomInfo, apply our qualification and routing rules, and move each attendee into the right next step. Flag any records that can’t be confidently matched or qualified.
Ballet takes it from there. It builds the integrations and workflow needed to bring together the information required for qualification and execute the routing logic you’ve defined across the systems involved.
Once the workflow is built, it runs as deterministic, reviewable code, so the same process can run consistently after every event.
You describe what needs to happen. Ballet builds the workflow to make it happen.
Here’s how the workflow runs
1. Event data starts the workflow
How attendee data enters the workflow depends on the event.
- Virtual event Attendee and engagement data from a platform such as Goldcast, Cvent, or ON24
- In-person event Attendee data with Sales notes, meetings, follow-up requests, and other information captured at the event
Once the event data is available, Ballet starts the post-event qualification and routing workflow.
2. Ballet connects the systems and pulls in the information needed to qualify each attendee
The information needed to qualify an event attendee rarely lives in one place. It may be spread across your event platform or event files, CRM, enrichment source, and marketing automation platform.
Ballet builds the integrations needed to connect the systems involved as part of the workflow, generating custom API integrations on demand. Rather than stitching together separate connectors or handing the integration work to engineering, you describe which systems Ballet should work across and what information the workflow needs from each one.
Your team defines what information matters for qualification. Ballet brings together the information the workflow needs from the sources involved.
3. Ballet applies your qualification and routing logic
Once the required information is available, Ballet applies the rules you’ve defined to determine what should happen to each attendee.
Those rules could take into account ICP fit, title or seniority, account fit, previous engagement, event attendance, or whether the attendee is already associated with an active opportunity.
For an in-person event, the workflow can also take into account information captured at the event, such as whether Sales met with the attendee, their level of interest, follow-up requests, or other notes relevant to qualification.
The workflow then uses the criteria you’ve defined to determine the appropriate next step for each attendee.
4. Ballet flags what needs review
Not every attendee will have enough information to confidently match, qualify, or route.
If Ballet can’t match someone to the right account, required qualification information is missing, or a record falls outside the rules you’ve defined, the workflow can flag it for human review.
Needs review: Unable to confidently match attendee to an account.
Needs review: Required qualification information is missing.
Your team handles the exceptions that need judgment, while Ballet continues running the rest of the workflow.
5. Ballet routes each attendee into the right next step
Once an attendee has been qualified, Ballet can route the record based on the rules you’ve defined.
For example, your routing logic might send attendees into four paths:
- Hot Route to the appropriate Sales owner in Salesforce for immediate follow-up
- Warm Route to the appropriate automated follow-up motion
- Nurture Add to the appropriate nurture program in Marketo or HubSpot
- Archive No immediate action
The exact destinations and actions depend on your GTM process. Ballet executes the routing logic across the systems involved.
From event data to routed leads
Faster routing. Less manual work. Faster follow-up.
Marketing Ops spends less time moving between systems and spreadsheets, filling in missing information, applying qualification rules, and manually sorting event attendees.
High-priority attendees can reach the right follow-up motion faster. Nurture-ready leads can move into the appropriate program. And exceptions can be surfaced without requiring someone to manually review every record.
Because Ballet runs the workflow as deterministic, reviewable code, your team also has visibility into how the process executes.
Take this play and make it yours
Every team handles post-event leads differently. Before you bring yours to Ballet, answer a few questions:
- How does attendee data come in after each type of event?
- Which systems or files hold the information you need to qualify attendees?
- What information should the workflow pull together?
- What rules determine what should happen to each attendee?
- What should happen when a record can’t be confidently matched or qualified?
- Where should each group go next?
You don’t need to map out the integrations or design the technical workflow. Start with the process you want to run and the outcome you want for each attendee.
