Mastering Events: Your Essential Dictionary of Salesforce® for Event Marketers Using a Salesforce Native Event Registration Application

Mastering Events: Your Essential Salesforce® Dictionary Terms for Event Planners

As an event marketer confronted with Salesforce’s robust CRM suite of marketing and productivity tools, understanding the key terms can be your gateway to streamlined event planning. This article offers a focused dictionary of Salesforce terms for event marketers using a Salesforce native event registration application, equipping you with all the information and knowledge to navigate the platform skillfully and efficiently.

Event App Management within Salesforce

While this article provides a general overview of how event apps can manage events within Salesforce, it’s important to note that each event app will have its own unique approach. The specifics of how an event is managed within Salesforce can vary greatly depending on the particular event app you choose to use. Therefore, it’s crucial to directly engage with your chosen Salesforce App provider to understand how they manage events within Salesforce. They can provide you with detailed, app-specific information and guidance to ensure you’re utilizing the app to its full potential for your event management needs.

Salesforce and Event Registration Apps

While Salesforce itself does not directly provide a built-in event registration app, several Salesforce-approved apps offer native or integrated event registration capabilities. These apps are designed to seamlessly integrate with Salesforce, allowing you to manage and organize your events directly within the Salesforce platform. They are built to leverage the power of Salesforce’s robust CRM suite, providing a seamless, streamlined experience for event marketers. From managing attendee information to tracking event progress, these apps make event planning and management a breeze. So, while Salesforce may not have a built-in event registration app, these approved apps ensure you have all the tools you need for successful event management. You can find these apps on the Salesforce App Exchange.

Key Takeaways

  • Native Salesforce Event Registration Apps like EVA Registration streamline event planning with features like real-time data sync, custom registration processes, and integrated marketing tools to enhance attendee engagement and experience.

  • Advanced Salesforce features for event marketers include AI-powered predictive insights, big data analytics, and CRM platform extensions, enabling data-driven decision-making and personalized event experiences.

  • Salesforce helps maximize business impact with dynamic tools for ROI calculation and reporting, as well as optimizing customer experiences to build loyalty and drive repeat event attendance.

Navigating Salesforce Event Registration

Illustration of event management process

Navigating through Event Registration in Salesforce using an approved app proficiently requires a thorough understanding of the landscape. Salesforce Event Apps are powerhouses of features that make managing events a breeze. Many native registration apps will provide custom objects in Salesforce. From tracking meetings and syncing with external calendars to keeping all critical details in one place, Salesforce Objects are your secret weapon. You’ll be unstoppable.

Moreover, Salesforce Apps also offers:

  • A comprehensive view of event participants through the Account record page layout

  • Seamless syncing of events with contacts or leads, making participant profiles and contact record management a breeze

  • A registration and ticketing workflow packed with features that allow you to manage attendees, issue credits, and even send SMS texts, all within the Salesforce platform

Event Object Essentials

Explore the realm of Salesforce event objects. They serve as your central tool for managing all event-related activities. Salesforce event objects allow you to track and record all the crucial details related to your event. They represent events in the calendar and help you manage all event-related details effectively.

These objects, including the Event and Event Attendee objects, play a pivotal role in managing events and attendees. With Salesforce event objects, you’ll always be on top of your game.

Participant Profiles and Contact Records

In the world of events, knowing your participants is key. Salesforce can provide:

  • A complete picture of the participants

  • Native Salesforce application

  • Cloud-based functionality

  • Flexible guest management tools

Contact Records in Salesforce are managed easily, containing vital contact details and linked to accounts, opportunities, cases, and more. This makes tracking tickets sold for events easier than ever.

Salesforce effortlessly links Participant Profiles to Contact Records, providing agents with instant access to customer profiles. It’s all about knowing your attendees and providing them with the best experience.

Registration and Ticketing Workflows

Discussing registration and ticketing workflows is pertinent. Salesforce ensures a smooth flow for both event organizers and attendees, making event management seamless. Creating registration processes in Salesforce involves creating processes for deal and registration forms, setting up customer accounts and contacts, and submitting basic information to complete the registration process.

Moreover, Salesforce’s visual tools allow you to create personalized workflows, ensuring that the registration and ticketing process is tailored to your needs. Salesforce for event registration and ticketing is an amazing tool for managing your event registration and ticketing needs.

The Salesforce Event Registration Ecosystem

Illustration of event registration ecosystem

Within the Salesforce Event Registration Ecosystem, each component is interwoven. You can customize Salesforce Event Registration for different events by creating custom event types and configuring the event registration experience to give guests more control and options. Real-time event data synchronization is made possible through the use of Real-Time Event Monitoring and Change Data Capture, ensuring that you have the most current data at all times. Salesforce Event Registration also offers robust analytics for tracking and analyzing all your event data, giving you valuable insights into your events.

Salesforce Event Registration can also be integrated with marketing tools in the following ways:

  • Creating event registration email sends through the Microsoft Dynamics CRM connector

  • Integrating with’s mass email functionality

  • Configuring events and registration pages directly within Salesforce

  • Tracking invitee statuses from Event to Marketing Cloud

The goal is to establish a streamlined event registration service ecosystem tailored to your needs, including the implementation of user-friendly registration forms.

Customizable Registration Pages

A significant feature of Salesforce is its capacity to generate customized registration web pages. You can navigate to the login page, create a dummy customer account, and customize the default login, logout, password management, and self-registration options using Apex and Visualforce. And the best part? You can integrate your branding elements into Salesforce registration pages, ensuring that your registration pages perfectly reflect your company brand and that everyone is on the same page.

The aim is to make your event distinguishable from other information in person events.

Real-Time Data Sync and Analytics

Recognizing the paramountcy of data in event management, Salesforce caters to this need. With real-time data synchronization, you can receive near-real-time changes in Salesforce records and synchronize them with corresponding records in an external data store. Salesforce event management provides invaluable insights into:

  • User behavior

  • Org behavior

  • System response times

  • API call volumes

  • Other performance metrics

Such insights equip event managers with the ability to gain insight, gauge event success, enhance attendee engagement and personalization, and refine event planning.

Automated Marketing Tools

Not only does Salesforce provide companies with an incredible platform for event management, but it also offers a host of automated marketing tools for promoting events and engaging attendees. Salesforce’s automated marketing tools include:

  • Lead capture

  • Lead scoring and management

  • Lead nurturing

  • Campaign management

  • Content management

  • CRM integration

  • Analytics

  • Reporting

Utilizing Salesforce’s automated marketing tools can significantly enhance event attendance and audience engagement through targeted marketing initiatives.

Enhancing Attendee Engagement with Salesforce

Illustration of attendee engagement tools

Salesforce aids in crafting an engaging event experience, a vital aspect of event planning. Salesforce’s features include:

  • Personalized communication streams that offer real-time, cross-channel personalization

  • Seamless integration with AI

  • The ability to curate a personalized feed, providing a comprehensive understanding of community members.

Additionally, Salesforce enables the creation of engaging mobile apps for event interaction, prioritizing a mobile-first experience and a simplified, secure single sign-on process. Moreover, Salesforce simplifies the process of gathering and analyzing post-event feedback for valuable insights.

Personalized Communication Streams

Personalized communication is key in event management, and Salesforce provides the tools you need. Salesforce’s personalized communication streams offer real-time, cross-channel personalization, seamless integration with AI, and the ability to curate and communicate in a personalized feed. This empowers event marketers to understand their prospects and customize their marketing efforts for maximum engagement.

With Salesforce, you can exceed your attendees’ expectations and make a lasting impression.

Interactive Mobile Apps

In today’s digital world, mobile apps are a must. Salesforce empowers you to create engaging mobile apps for event interaction, providing a mobile-first experience and a simplified, secure single sign-on process. Not only do these apps provide essential event information, but they also foster engagement, networking, and interaction among attendees, allowing them to:

  • Like

  • Comment

  • Share

  • React

  • Connect with each other

Plus, Salesforce takes security seriously and goes above and beyond to protect the data in its event mobile apps.

Post-Event Analysis and Feedback

After the event is over, the work isn’t done. Salesforce provides incredible resources such as Salesforce Survey, a cloud-based tool for creating and sending surveys to gather feedback from customers, employees, or event attendees. They also offer Salesforce Feedback Management, which allows you to survey customers through various channels.

By leveraging this feedback, you can pinpoint areas for improvement and plan for future success.

Streamlining On-Site Event Functions

Illustration of on-site event management

Managing on-site event functions can be a daunting task, but Salesforce is here to help. Salesforce provides an event management system that offers the following features:

  • Consolidates all relevant data

  • Enhances attendee engagement and personalization by seamlessly integrating with customer data

  • Provides check-in and badging services that offer seamless registration, attendee management, and swift event check-ins

Additionally, Salesforce’s lead capture and follow-up features boost efficiency by seamlessly linking events with customer records such as opportunities, leads, accounts, and contacts.

Check-In and Badging Services

Making the check-in and badging process seamless is crucial for a great event experience. Salesforce offers Check-In & Check-Out services and an interface for volunteers and companies to efficiently check attendees in using devices like iPads.

Salesforce also offers incredible event badging services for in-person events through integrations with Zoom and Avery Printing to auto-generate badges or tickets. With these services, you can ensure a smooth and professional check-in process for all attendees.

Lead Capture and Follow-Up

Capturing leads during events and automating the follow-up process is crucial for maximizing the benefits of your events. Salesforce’s lead capture and follow-up functionalities empower you with predictive capabilities and actionable insights in managing events within the Salesforce CRM platform.

Once lead information is captured, Salesforce streamlines the follow-up process through:

  • Automated workflow rules

  • Sales process automation

  • Einstein Activity Capture

  • Task automation for lead follow-ups.

Advanced Salesforce Features for Event Marketers

Illustration of advanced event planning features

For event marketers aiming to elevate their strategies, Salesforce presents some advanced features, including:

  • AI-powered predictive insights for event planning

  • Empowering users to embed predictive insights into any record or in their apps

  • Accelerating decisions with AI-driven predictions and automation

These features can help event marketers make more informed decisions and other organizations streamline their processes.

Salesforce’s big data integration technology in event planning empowers event marketers to:

  • Track and analyze critical attendee data

  • Personalize event experiences

  • Target marketing efforts

  • Make data-driven decisions for future events

Salesforce also offers CRM platform extensions that add extra functionalities and integrations to make event planning a breeze.

AI-Powered Predictive Insights

Harness the power of artificial intelligence with Salesforce’s AI-powered predictive insights. Salesforce uses AI to analyze data, predict and plan next steps, automate tasks and decisions, and anticipate customer needs. By leveraging AI, you can forecast attendee behavior, event attendance, and other industry trends based on real-time data and market demand. It’s truly revolutionary.

Big Data Integration and Analysis

Big data is a game-changer in event management, and Salesforce knows how to leverage it. Salesforce’s big data integration allows you to:

  • Gather and analyze a wide range of data, including customer information, event registrations, and attendee behavior

  • Gain valuable insights

  • Make informed decisions

  • Greatly enhance the entire event management process

It’s all about using data analytics to your advantage.

CRM Platform Extensions

Elevate your Salesforce CRM with platform extensions designed for event management. Salesforce CRM platform extensions add extra functionalities and integrations to make event planning a breeze, boost attendee engagement, and offer valuable data insights for even greater event success. Some inspiring examples include:

  • EVA Salesforce Native Event Registration App

  • EventSpark

  • Eventbrite for Salesforce

  • Linvio Events

  • Blackthorn Events

  • Bizzabo

  • EventsAIR

  • Eventdex

  • Arlo for Training Providers

  • Cvent Event Management

  • HoneyBook

Maximizing Business Impact with Salesforce Events

Salesforce not only ensures smooth event operations but also focuses on maximizing the business impact of your events. Salesforce offers various dynamic tools to monitor and aid in measuring ROI, including the calculation of sales growth over time and profit determination by comparing sales growth to overhead costs.

Additionally, Salesforce elevates customer experiences by:

  • Utilizing customer data to create personalized experiences

  • Leveraging feedback to improve products and services

  • Designing intelligent solutions that cultivate brand loyalty throughout the purchasing journey.

ROI Calculation and Reporting

Understanding the return on investment (ROI) of your events is crucial for measuring success and planning future events. Salesforce provides features that allow you to track event costs, calculate acquisition costs, and analyze campaign performance through the Campaign ROI Analysis Report.

By using Campaigns, Opportunities, and the ‘Campaigns with Influenced Opportunities’ report type, you can track the value won opportunities and determine the impact of your events.

Customer Experience Optimization

Creating a positive customer experience is key to building loyalty and driving repeat attendance at your events and conferences. Salesforce uses customer data to create personalized communications and intelligent solutions, exceeding customer expectations and making a lasting impression.

Salesforce Loyalty Management offers:

  • Innovative programs for customer recognition, reward, and retention

  • Personalized loyalty experiences

  • Acting as a focal point of information by connecting member data across systems through Customer 360.

Salesforce Jargon Decoded

Navigating the Salesforce landscape can be challenging, particularly if you’re not well-versed in the terminology. However, rest assured, we’re here to guide you. This section will demystify essential Salesforce vocabulary and acronyms, helping you better understand the platform and access its capabilities.

From understanding what an ‘object’ is in Salesforce to decoding acronyms like SFDC (Salesforce dot com), SFMC (Salesforce Marketing Cloud), and SOQL (Salesforce Object Query Language), we’ll help you become a Salesforce pro.

Essential Salesforce Vocabulary

Mastering Salesforce terminology can significantly enhance your understanding and use of the platform. Terms like Account, Contact, and Object are fundamental to navigating Salesforce and utilizing it for event management.

An ‘Object’ in Salesforce signifies a database table that holds valuable data specific to an organization, and knowing this can help you better organize and manage event-related data.

Salesforce Acronyms Unveiled

Acronyms play a big role in the Salesforce world, and understanding them can make navigating the platform much easier. CRM stands for Customer Relationship Management in Salesforce, and knowing this can help you better understand how to manage your customer relationships effectively.

AI in the context of Salesforce is all about leveraging the power of artificial intelligence technologies, like Salesforce Einstein, to:

  • Analyze data

  • Predict and plan next steps

  • Automate tasks and decisions

  • Anticipate customer needs

Salesforce Terms for Event Marketers Usines Salesforce Native Event Registration Applications

[Salesforce Event Application]

Definition: A Salesforce Event application provides custom objects in Salesforce that represent a scheduled occasion such as a conference, seminar, or workshop. This object can encapsulate various details about the event including its name, location, start and end times, and related contacts.

Use Case: Event marketers use Salesforce Event Applications to track and manage all aspects of an event within the Salesforce platform. They can associate events with campaigns, track participant numbers, and analyze the success of each event.

Workflow Relation: In workflows, Salesforce Event Registration Apps can trigger actions like sending confirmation emails when someone registers, scheduling tasks for follow-ups, or updating records based on attendee feedback.

[Event Registrant]

Definition: An Event Registrant in Salesforce is typically a Contact or Lead record that has been associated with a specific Salesforce Event, indicating that the individual has registered or intends to participate in the event.

Use Case: Event marketers can track which contacts or leads are attending, monitor registration statuses, and personalize communication-based on registrant data.

Workflow Relation: For Event Registrants, automated workflows might include sending out registration confirmations, reminders before the event date, or post-event surveys.

[Objects in Salesforce]

Definition: Objects in Salesforce are database tables that store different types of data, such as contacts, accounts, opportunities, and custom objects.

Use Case: Event marketers can use various Salesforce objects to manage event-related information. For example, they might use the Campaign object to track marketing efforts for an event or the Opportunity object to manage sponsorships.

Workflow Relation: Workflows can utilize Salesforce objects to trigger actions, such as updating the event status on a Campaign object when a certain number of registrants is reached.

[Experience Cloud]

Definition: Experience Cloud is a platform that allows businesses to create and manage digital experiences for their customers, partners, and employees.

Use Case: Event marketers can utilize Experience Cloud to design and customize virtual event registration pages, agendas, and other related content for attendees.

Workflow Relation: Workflows in Salesforce can integrate with Experience Cloud to automate tasks such as sending out personalized event invitations or updating registrant information in real-time. This integration can enhance the overall event experience for attendees and streamline event planning processes for organizers.

[Custom Objects]

Definition: Custom Objects in Salesforce are customizable database tables that allow users to store data specific to their organization or business processes.

Use Case: Event marketers can create custom objects in Salesforce to track event-specific information, such as speaker bios, session schedules, or sponsor packages.

Workflow Relation: Workflows can use custom objects in Salesforce to trigger actions such as sending out speaker confirmations when their information is added to the custom object.

[Contacts in Salesforce]

Definition: A Contact in Salesforce is a person record associated with an account or lead, a person representing a professional relationship.

Use Case: Event marketers can use Contacts to keep track of important event-related individuals, such as potential speakers, sponsors, or vendors. They can also use the Contact object to manage communication and relationships with event attendees.

Workflow Relation: Workflows related to Contacts may include tasks such as sending personalized event invitations or updating contact information based on attendee interactions.

[Leads in Saleforce]

Definition: A Lead in Salesforce is a potential sales opportunity, representing an individual or organization that has expressed interest in a product or service.

Use Case: Event marketers can use Leads to keep track of potential event attendees, sponsors, exhibitors, or partners. They can also use the Lead object to manage communication and relationships with these prospects.

Workflow Relation: Workflows related to Leads may include tasks such as sending targeted event sponsorship proposals or updating lead status based on audience interactions during an event.

[Campaigns in Salesforce]

Definition: A Campaign in Salesforce is a marketing initiative that may include multiple promotional efforts, such as email blasts, social media posts, and events.

Use Case: Event marketers can use Campaigns to organize and track their event marketing efforts. They can also use Campaign Members, which are related to Contacts or Leads, to track attendees and registrants for each event.

Workflow Relation: In workflows, the Campaign object can be used to trigger actions such as sending out event reminders or updating campaign statuses based on registration numbers. Additionally, event marketers can utilize the Campaign Influence feature in Salesforce to track how different marketing efforts contribute to overall event success.

[Opportunities in Salesforce]

Definition: An Opportunity in Salesforce is a potential sale or business deal that can be associated with an account, contact, or lead record.

Use Case: Event marketers can use Opportunities to manage sponsorships, vendor contracts, and other financial aspects related to their events. They can also track the return on investment for each event using the Opportunity object.

Workflow Relation: Workflows related to Opportunities may include tasks such as sending out sponsorship proposals or updating opportunity values based on event success. Additionally, event marketers can use the Product and Pricebook objects in Salesforce to manage event-related products and pricing.

[Reports and Dashboards in Salesforce]

Definition: Reports and Dashboards in Salesforce are tools that allow users to visualize and analyze their data, including event-related information.

Use Case: Event marketers can use Reports and Dashboards to track attendee numbers, monitor event budgets, and assess the success of each event. They can also share reports with stakeholders and team members for collaboration and decision-making purposes.

Workflow Relation: Workflows related to Reports and Dashboards may include tasks such as automatically sending out event reports to stakeholders after an event or scheduling dashboard refreshes to keep track of real-time data. Additionally, the Salesforce Einstein Analytics feature can provide valuable insights and predictions for future events based on past data.

[Workflow Rules in Salesforce]

Definition: Workflows in Salesforce are automated processes that can perform certain actions, such as sending emails or updating records, based on predefined criteria.

Use Case: Event marketers can use workflows to streamline their event management process and save time on repetitive manual tasks. They can also use workflows to ensure consistency and accuracy in event-related data.

Workflow Relation: As mentioned earlier, workflows can be used in various ways throughout the event planning process. They can be triggered by different objects, such as Contacts, Leads, Campaigns, and Opportunities, to perform specific actions related to each stage of an event. Additionally, workflows can integrate with other Salesforce features, such as Process Builder and Flow Builder, to create more complex automation processes for event management.


Definition: VisualForce is a declarative language used for creating custom user interfaces in Salesforce.

Use Case: Event marketers can use VisualForce to create customized event registration forms, email templates, and other event-related interfaces that are not available out-of-the-box in Salesforce. This allows for a more personalized and branded experience for attendees and stakeholders.

Workflow Relation: Workflows can be used to trigger VisualForce actions, such as sending out personalized event invitations using custom email templates. Additionally, Salesforce Lightning components can also be incorporated into the VisualForce pages for more advanced functionality and design options.

[Einstein Analytics]

Definition: Einstein Analytics is a Salesforce feature that uses artificial intelligence technology to provide insights and predictions based on data.

Use Case: Event marketers can use Einstein Analytics to analyze attendee demographics, track event success metrics, and make data-driven decisions for future events. They and organizations can also utilize the predictive capabilities of Einstein Analytics to anticipate potential challenges or opportunities for an event.

Workflow Relation: Workflows can be used to trigger automatic updates or actions based on Einstein Analytics predictions, such as sending out targeted event promotions to specific demographics. Additionally, event marketers can use the data from Einstein Analytics to improve and optimize their event planning strategies for better results in the future.


Definition: The Salesforce AppExchange is an online marketplace offering a myriad of third-party applications that extend the functionality of Salesforce, including various apps for event management and registration.

Use Case: Event marketers can find and install specialized event management apps that seamlessly integrate with their current Salesforce environment to enhance their event planning and execution capabilities.

Workflow Relation: Apps from the AppExchange can be leveraged within workflows to extend automation, offer more robust event tracking, or provide additional analytics and attendee engagement tools.

Additional Resource: Salesforce AppExchange

When using these terms and tools, always ensure they align with your organization’s policies and compliance requirements. Continuously explore Salesforce’s resources and user guides as they are updated with new features and best practices that can further support your event management efforts.


In conclusion, Salesforce’s native event registration application is a powerful tool for any event marketer. From managing event objects, participant profiles, and registration workflows, to leveraging automated marketing tools, big data, and AI-powered predictive insights, Salesforce offers a comprehensive suite of features to streamline event management and maximize the business impact of your events. By understanding Salesforce terminology and leveraging its advanced features, you can take your event planning to the next level and create memorable, engaging experiences for your attendees. The future of event management is here, and it’s powered by Salesforce.

Frequently Asked Questions

What is an Event Object in Salesforce?

An Event Object in Salesforce is a crucial database table for organizing and managing event-related data within an organization.

How does Salesforce manage attendee information?

Using applications like EVA Event Registration, you can use Salesforce to manage attendee information by providing a comprehensive view of event participants and seamlessly syncing events with contacts or leads, making it easy to manage and track all attendee data.

What features does Salesforce offer for event registration?

Salesforce apps can offer customizable registration pages, real-time data synchronization, analytics, and automated and email marketing and tools for event registration, making it a comprehensive solution for managing events effectively.

How can Salesforce be used to enhance attendee engagement?

You can enhance attendee engagement using Salesforce Apps by providing personalized communication, interactive websites, mobile apps, and post-event analysis tools. This will help you create a more interactive and personalized experience for your attendees.

What advanced features does Salesforce offer for an event marketer?

Salesforce offers AI-powered predictive insights, big data integration, and CRM platform extensions for event marketer, providing advanced features to how businesses streamline and optimize event management.

Ready to take your event management to the next level? Don’t hesitate to reach out to Team EVA! We’re here to show you how our app, built natively on Salesforce, can revolutionize your event planning and management. From event registration to attendee management, we’ve got you covered. Contact us today and let’s bring your events to life in Salesforce!

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