So you’re running events—maybe in-person, maybe virtual—and you’re sick of spreadsheets, half-baked attendee lists, and marketing emails that go nowhere. You want to automate all the annoying bits and actually know who showed up. Maybe your boss is breathing down your neck for “ROI” too. This guide is for you: marketers, event planners, or anyone stuck gluing together five tools just to get through a tradeshow.
We’re going to dig into how Leadliaison handles event marketing automation and attendee tracking. What it does well, where it fumbles, and how you can get real value out of it—without believing every promise on the sales page.
Why Even Use a Platform Like Leadliaison?
Let’s get real. People buy marketing automation for events because they want:
- Fewer manual tasks
- Fewer mistakes (like losing track of VIPs)
- Proof that events actually drive business
Leadliaison tries to be your all-in-one event marketing and attendee tracking platform. It’s not the only option, but it does offer a suite of tools that cover registrations, check-ins, follow-ups, and reporting. If you’re running more than one event a year, or your attendee lists are bigger than your LinkedIn network, it might actually save you some headaches.
But it’s not magic. You’ll still need to set things up, and some features are better than others (more on that below).
Step 1: Setting Up Your Event in Leadliaison
First things first: get your event into the system. If you’re expecting a one-click “plan my event” button, you’ll be disappointed. But the setup is straightforward if you stay organized.
Key steps:
- Create the event:
- Log in and add a new event. Give it a name, date, and location.
-
Decide if you want to handle registration through Leadliaison or import a list from another platform.
-
Configure registration forms:
- Use Leadliaison’s form builder to make a registration page. It’s drag-and-drop, but don’t expect miracles—styling is limited compared to web builders like Squarespace.
-
Add only the fields you really need. Every extra field means fewer sign-ups.
-
Set up automations:
- This is where Leadliaison shines—send confirmation emails, reminders, or even texts.
-
Pro tip: Keep automations simple to start. Complicated branching rules are easy to break and a pain to debug.
-
Sync with your CRM (if you have one):
- Leadliaison connects to major CRMs. Is it always seamless? No. Test it with a sandbox or test records before you go live.
What works:
- The basics—forms, emails, simple automations—are solid.
- One login for most event tasks.
What doesn’t:
- Deep customization of forms or landing pages is limited.
- CRM sync can be fussy with custom fields.
Ignore:
- The urge to use every feature on day one. Stick to what solves your biggest pain point.
Step 2: Promoting Your Event—Without Spamming
Event marketing isn’t just “blast everyone on my list.” Leadliaison gives you some tools to do it right, but you’ll need a plan.
How to use Leadliaison for promotion:
- Segment your audience:
- Don’t invite your whole database. Use tags or filters to target the right people.
- Email campaigns:
- Build a simple campaign with a few reminder emails (announcement, last call, post-event thank you).
- Use Leadliaison’s templates, but check for mobile formatting—some look clunky on phones.
- Track engagement:
- See who opened, clicked, or registered. These reports are reliable, but don’t expect pixel-perfect accuracy—email tracking is never 100%.
Pro tips:
- Don’t overthink the design. Plain emails with clear calls to action work best.
- Set up a calendar reminder for yourself to review results after sending—otherwise you’ll forget.
What works:
- Targeted campaigns and basic reporting.
- Automated reminders to boost attendance.
What doesn’t:
- Social media promotion is mostly manual—you’ll be copying and pasting links.
- Fancy “AI” suggestions for subject lines are hit-or-miss. Trust your gut.
Step 3: Attendee Tracking—The Real Reason You’re Here
This is where Leadliaison tries to stand out: tracking who actually shows up and what they do. If you’re tired of guessing attendance from badge piles, pay attention.
Check-In Options
- Mobile check-in app:
- Staff can scan QR codes or search by name. It works, but don’t expect blazing speed at massive events.
- Self-service kiosks:
- Good for mid-size events, but you’ll need hardware (iPads, stands). Setup isn’t plug-and-play—budget time for this.
- Manual entry:
- Always have a backup. Internet goes down, devices freeze—paper never does.
On-site Engagement Tracking
- Lead capture:
- At trade shows, staff can scan badges and add notes. The app is decent, though not as slick as dedicated lead retrieval systems.
- Session tracking:
- If you care who attends which breakout, you can scan people into sessions. Useful if you need to prove engagement or hand out credits.
Real-World Limitations
- If your WiFi is flaky, expect hiccups. Offline mode exists, but syncing can lag.
- Not everyone wants to be tracked, and some attendees will dodge scanning. That’s life.
What works:
- Reliable, basic check-in and badge scanning.
- Quick access to attendee lists for follow-up.
What doesn’t:
- High-volume events may need faster or more robust hardware.
- Real-time reporting can lag, especially if devices don’t sync immediately.
Step 4: Post-Event Follow-Up—Turning Attendance into Action
This is the step most teams mess up: following up with attendees while they still remember your event. Leadliaison makes it easier, but you need to plan ahead.
How to do it:
- Automated thank-yous:
- Set up emails or texts to go out right after the event. Keep it simple and genuine.
- Segment follow-up:
- Send different messages to attendees, no-shows, or VIPs. This is where Leadliaison’s automation is actually useful.
- Push hot leads to sales:
- If you’re capturing booth notes or session interest, sync those contacts to your CRM immediately.
What works:
- Fast, targeted follow-up is easy if you set up automations in advance.
- You can include surveys or feedback forms—again, keep them short.
What doesn’t:
- Overly complex nurture sequences. If you didn’t plan and test it before the event, don’t try to build it after.
- Relying on the platform to write your emails—AI tools are generic at best.
Step 5: Reporting—Showing Results Without the Spin
If you need to prove ROI or just want to know what worked, reporting matters. Leadliaison’s reports are decent, but not game-changing.
You’ll get:
- Basic attendance stats (registrations, check-ins, no-shows)
- Email campaign performance
- Lead capture summaries
What to watch for:
- Custom reports are limited. Export data to Excel if you need something fancy.
- Attribution is fuzzy—don’t expect a magic “this event closed 10 deals” report.
Pro tip:
Share a one-page summary with your team or boss. Fancy dashboards look cool but rarely get read.
Honest Pros, Cons, and Stuff to Ignore
Pros
- Covers the full event lifecycle in one platform.
- Solid automations and attendee tracking.
- Good for small to mid-sized teams who want fewer headaches.
Cons
- Form and page customization is just okay.
- CRM integrations work, but you’ll need to test (and maybe tweak) them.
- Not as slick as top-tier event-only tools (but less expensive, too).
Ignore
- Don’t try to automate every edge case.
- Skip the “AI” bells and whistles unless you really love tinkering.
- If all you need is check-in, a cheaper tool might be enough.
Wrapping Up: Keep It Simple, Iterate Often
Leadliaison isn’t magic, but it’s a solid way to kill off manual event busywork and get a real handle on who attends and what happens next. Start with the basics—registration, check-in, and quick follow-up. Don’t try to automate every detail out of the gate. Once you’ve run a couple of events, tweak your setup and add only what actually saves you time.
Events are chaotic enough—your software shouldn’t make it worse. Keep things simple, get your data, and focus on what actually works for your team.