EventTech vs. MarTech: Why Events Need Their Own Tech Stack

Marketing technology (MarTech) has revolutionized how businesses engage their audiences, driving better campaigns, sharper insights, and stronger ROI. From CRM systems to marketing automation platforms, MarTech stacks have become the backbone of countless successful marketing strategies. But here’s the thing: live events are a completely different beast.

Why doesn’t a one-size-fits-all MarTech approach work for events? The answer lies in the dynamic, unpredictable, and immersive nature of live experiences. Events require tools capable of real-time interactions, seamless logistics, and data collection that goes far beyond traditional digital campaigns. That’s where EventTech comes in—a tailored solution designed specifically for the unique demands of live events.

What Makes Events Unique

Unlike static marketing campaigns, live events are living, breathing experiences with no room for error. Here’s what sets them apart:

• Real-Time Interactions: At events, everything happens live. Whether it’s facilitating audience Q&A during a panel or handling thousands of attendees at a concert, the tools you use must support real-time engagement. There’s no “pause button” for troubleshooting.

• High Stakes, Zero Do-Overs: Events are high-pressure environments. A technical glitch during ticketing, check-ins, or a live stream can ripple across the entire experience, leaving a lasting negative impression.

• A Seamless Flow of Experiences: Events don’t happen in isolation; they unfold in phases—pre-event promotion, onsite execution, and post-event follow-up. Each phase requires different but interconnected tools to ensure success.

These unique qualities demand a tech stack built specifically for events, not a retrofitted MarTech setup.

MarTech’s Gaps in Event Management

MarTech stacks are designed for traditional marketing workflows, but they often fall short in addressing event-specific needs. Here are some common gaps:

• CRM Systems and Ticketing: MarTech CRM tools excel at customer relationship management, but they don’t manage ticketing, which is fundamental to events. Ticketing systems are a treasure trove of data—attendance patterns, ticket purchase history, and audience demographics—that MarTech simply doesn’t capture.

• Marketing Automation and Real-Time Execution: Tools like HubSpot or Marketo are excellent for nurturing leads through email workflows but fail to handle real-time elements like attendee check-ins, session scheduling, or live Q&A.

• Analytics and Engagement: While MarTech provides insights into digital behavior (clicks, opens, web traffic), it lacks the ability to track attendee movements, engagement with exhibitors, or participation in sessions during an event. These are critical metrics for event success.

What Is EventTech?

EventTech is a specialized ecosystem of tools designed to address the unique challenges of live, hybrid, and virtual events. It spans four key layers of functionality:

1. Core Systems: Ticketing and event management, CRM integrations, and payments form the foundation. These systems handle the logistical backbone of events, from ticket purchases to attendee registration.

2. Data & Optimization: Tools in this layer enable attendee behavior analytics, dynamic pricing, and dashboards to optimize events in real time.

3. Marketing & Engagement: Platforms for sponsorship management, content curation, and direct communication (e.g., SMS, push notifications) keep attendees informed and engaged.

4. Experience Management: These tools elevate the attendee experience with features like mobile event apps, live polling, gamification, and virtual platforms for hybrid events.

For example, tools like Cvent and Eventbrite streamline registration, while platforms like Slido enhance audience interaction during live events. At the same time, analytics tools like HubSpot event integrations help measure ROI and engagement after the event.

Building an EventTech Stack

Creating a functional EventTech stack starts with understanding your event’s goals and phases. Here’s a high-level checklist of must-have tools:

• Pre-Event: Ticketing platforms (e.g., Cvent, Ticketmaster), marketing automation, and sponsorship management tools.

• During the Event: Event apps (e.g., Grandstand), live polling platforms (e.g., Slido), and attendee networking tools.

• Post-Event: Analytics platforms, survey tools, and CRM integrations for follow-up.

The right stack will vary depending on your event type (concerts, sports, conferences), audience demographics, and scale. Your goal is to select tools that integrate seamlessly across phases to deliver a cohesive experience.

How EventTech and MarTech Work Together

EventTech and MarTech aren’t competitors—they’re partners. By integrating the two stacks, you can create a seamless flow of data that enhances both event execution and marketing efforts.

For example:

• Use MarTech tools for pre-event promotions, like targeted email campaigns or retargeting ads.

• Leverage EventTech during the event to collect attendee data in real time (e.g., session attendance, polling results).

• Sync event data back to MarTech platforms to personalize post-event follow-ups and nurture leads.

An attendee’s engagement during an event can feed directly into your CRM to trigger hyper-targeted campaigns, turning event attendees into loyal customers.

Conclusion

If you’ve been trying to fit event tools into your MarTech stack, it’s time to rethink your strategy. Events are unique, and they deserve their own tailored solution.

Evaluate your current setup: Are you using the right tools for pre-event planning, live engagement, and post-event ROI measurement? If not, building a dedicated EventTech stack could supercharge your events—and deliver results MarTech alone simply can’t.