Constellation ShortList™ Event Marketing & Management Software

About This Constellation ShortList™

Events are bigger and busier than ever. As enterprise buyers and vendors alike consider where and how to engage, they must face the pressure to balance budgets, resources and the question of how much time they have available to invest in events. This has all added pressure on event organizers to keep tight controls on logistics, budget and experience. While attendees and organizations crave new experiences that break the mold…breaking things cost money. The need to orchestrate, manage and measure the impact of events remains constant, but the size, scale and scope of events to be managed has gained in complexity. Event staging now has choice between live, hybrid or fully virtual on top of the decision of size and location. The flow and operations of this complex model is still being formulated, but one thing is clear: event leaders do not intend to leave anyone behind no matter where or how they choose to participate.

From event registration to venue selection, logistic workflows, mobile app development, asset creation, audience development, in-event engagement, budget tracking, and post-event analytics and reporting, event marketing solutions must optimize and track the entire event value chain. Events have also become a critical component of a marketing team’s content development process as venues become backdrops and sets for features, interviews and opportunities to extend storytelling.

Event management tools must seamlessly connect with CRM and marketing automation systems to integrate with sales planning and marketing strategy. Increasingly, marketing teams are looking to pull real-time event data into customer data platforms (CDP) to add to their robust view of customers and prospects. With a blend of live and online event content being deployed, recorded and archived for on-demand access, integration with digital asset management (DAM), virtual event hosting tools and web content management tools is also an increasing request. Reporting functions must measure and report on event impact and, through the introduction of AI tools, track the overall impact of event programs.

This past year has also seen the integration of Generative AI tools that enable scalable personalization and new pathways to address content creation, knowledge and research, analytics and lead management. Constellation expects to see more of these AI applications as event organizers look to automate more of the registration and engagement process.

Threshold Criteria

Constellation considers the following criteria for these solutions:

• End-to-end event management and tracking
• Customizable, easy-to-deploy event registration
• Option to personalize digital registration and event experience
• Capacity to manage live, virtual and hybrid event formats
• Cross-team and function collaboration with internal and external stakeholders
• Venue sourcing, planning and proposal management
• Digital promotion campaign (email, social) capabilities
• Event website-building functionality, including commerce engine to monetize events
• Lead retrieval, management and delivery
• Shared workflows and project management tools
• Speaker and content submission management
• Exhibitor management, services and sponsorship management tools
• Logistical planning tools, seating, planning 
• Event engagement before, during and after event
• Mobile ready, including capacity to deploy mobile event apps
• Event content and asset management, including agendas, speaker bios, collateral, badges and signage
• Integration and API connection to key marketing, sales, ERP and analytics tools, and platforms
• Budget tracking, management and tools for spending optimization
• Security, role-based access and authorization, customer viewer controls
• Integration with content development and virtual event platforms
• Analytics and robust reporting
• Support, training and community for users