Learn which features are must-haves in your Salesforce event management application.

Event Management Apps: Key Features to Succeed on Salesforce

If you’ve ever browsed the Salesforce AppExchange, you know that there’s almost no limit to what your Salesforce CRM can do. Event management is only one of the many areas your Salesforce system can lend a hand in, but for organizations who often plan events—whether large or small, ticketed or free—the importance of Salesforce event management apps can’t be overstated.

If you’re in the market for a comprehensive solution to help you streamline your event planning within Salesforce, you might feel overwhelmed when faced with the multitude of available event management apps. And understandably so!

Thankfully, we’re here to walk you through all the standout features you need to have in the event management tool you select. Here’s what we’ll look at:

  1. Native Salesforce application
  2. Cloud-based functionality
  3. Flexible guest management tools
  4. Custom registration options
  5. Event website generator

When you know what you’re looking for, you’ll be well on your way to finding the right app and planning phenomenal events.

Before we jump in, let’s make sure you have a grasp on the basics of planning events in Salesforce. Get started by reading our essential guide to the topic—we’ll be here when you get back!

Make sure that your event management app is native to Salesforce.

1. Top Salesforce Event Management App Feature: Native Salesforce Application

We could spend some serious time delving into the difference between native and non-native Salesforce apps (as we did in this helpful post), but before we get carried away with the pros and cons of each, let’s establish what exactly we mean by “native app.”

A native Salesforce application was built in Salesforce, lives in Salesforce, and inherently works in conjunction with Salesforce. When you’re using a native app, there’s no disconnect between your CRM and your app.

Now let’s look at the other end of the spectrum: the non-native app.

Since a non-native app and Salesforce exist separately, the platforms must be integrated to work together, and any data housed within the two must be transferred back and forth.

So, what does that mean for your event management team? 

Essentially, the native vs. non-native conundrum leaves you with a few major takeaways to consider as you select a Salesforce event planning solution:

  • Native apps give you access to all your data. To plan strategic events, you need to have access to your guests’ information. If your event management app isn’t synced up seamlessly with your Salesforce CRM, you won’t be able to get a comprehensive view of your constituents in relation to your event.
  • Native apps don’t require data migration. When all information is stored in one location, there’s no need to transfer data between the two platforms. To keep non-native apps up to date with your Salesforce data (and vice versa), you’ll have to update each platform, which can require manual data entry on your end.
  • Native apps work in tandem with the Salesforce infrastructure. Since native event management apps exist within Salesforce, as long as your CRM is working, your event management app will be too. Both work on the same server and have the same underlying structure, so there are no additional hurdles to jump over to make sure your app stays running smoothly.

While non-native apps can still work well with Salesforce, they’ll never be as efficient or compatible as a native app—they just weren’t built to be!

See This Salesforce Event Management Feature in Action

With a native application, you’ll be able to draw on existing data in your Salesforce CRM, which is especially important when creating comprehensive reports.

With a native Salesforce app, you can see all of your event and constituent information in one place.

In this example of Fonteva Events, you can see analytics relating to the event itself as well as membership data, annual event reports, and revenue over time.

With so much data to sift through, having to migrate data back and forth between disconnected systems will only slow you down. A native app can ensure you have access to full sets of data in real-time!

Search for a Salesforce event management app that's fully cloud-based so you can access your data on the go.

2. Top Salesforce Event Management App Feature: Cloud-Based Functionality

Planning an event is a time-intensive job, so there’s no guaranteeing that you’ll always be in the office.

To make sure you can access important information wherever you are, search for a cloud-based event management solution.

Because cloud-based apps store your information on the internet rather than on a specific device, you don’t need to connect to any hardware to gain access to your software; you simply need an internet connection. 

Many of the benefits of cloud-based technology are obvious, but let’s go over a few key advantages to emphasize just how important this feature is in your event management app:

  • Multi-user capabilities. Since the software isn’t tied to any one computer, it’s much easier for multiple users to have access to your event management app. Event management isn’t a one-person job, so your event management app shouldn’t be a one-person solution!
  • Easy event-day access. When your event day(s) come, you’ll almost definitely be running around the venue, checking in guests, and keeping up with your team’s various responsibilities. If you’re able to have your app on hand on your mobile device, you won’t lose track of tasks along the way!
  • Unlimited growth potential. Cloud technology is scalable, so your team can instantly increase storage capacity when needed. And since the cloud offers unlimited availability, you can continue expanding as much as you need without needing to pay for additional hardware or storage space.

Having swift access to your event information isn’t just a priority; it’s a necessity! A cloud-based app will work with you whenever, wherever to make sure you can get the job done while at your desk or on the go.

See This Salesforce Event Management Feature in Action

Fonteva Events enables you to access event details like registration and ticketing via the Salesforce1 mobile app.


You’ll need to provide your guests with on-the-go ticket options (like the QR code ticket shown here), but it’s equally important to be able to make adjustments to your event and communicate with your staff via mobile device too.

By finding an app that works with Salesforce’s mobile app, you’ll be able to view event reports, update event details, communicate with guests, and much more, without being tethered to a desk.

Use your Salesforce event management app to customize the guest experience at your event.

3. Top Salesforce Event Management App Feature: Flexible Guest Management Tools

Your guests are at the center of your event. No matter what other tasks you spend time on, your event management process should really boil down to one thing: creating an event that your guests will love attending.

To make that happen, find a Salesforce event management app that can help you prioritize attendee engagement and maximize guest participation.

For just a few examples of where your event app can play a role in guest management, start with these key features:

  • Guest schedules and agendas. If you’re planning multi-day or multi-session events (think: conferences or training courses), you should find an event management app that enables your guests to plan their own schedules and sign up for only the sessions they plan to attend or all events in a series at once.
  • Table and seating assignments. You can use your event management app to map out seating charts and table arrangements in an intuitive, hassle-free way. Keep track of groups, seating preferences, and designated VIPs to ensure that all guests are appropriately seated, without the stress of doing it all manually.
  • RSVP management. You should have no problem using your event management app to file all the RSVPs or registrations you receive for your event. Instantly file your guests’ information within your Salesforce database so you can reference it now and for future events.

Keeping your guests happy now will ensure they continue coming back to future events and supporting your organization in other ways, so you should take any measures you can take to improve their experience.

See This Salesforce Event Management Feature in Action

When you’re planning a complex event, it’s vital to keep the registration process as simple as can be for guests. A user-friendly agenda builder, like the one below, can help!

With your Salesforce event management app, you should be able to build dynamic sessions with their own customized options.

You can take the guesswork out of the registration process by putting the power in your attendees’ hands. Allow them to select the sessions they’re most interested in attending and adjust their schedules as much as they want leading up to the event.

With the best event management apps, you’ll even be able to customize your event on a session-by-session level by adding separate registration fees, questionnaires, or restrictions for each session as needed.

Use your Salesforce event management app to give your guests custom registration options with distinct ticket levels.

4. Top Salesforce Event Management App Feature: Custom Registration Options

No two events are created equal, which means your registration options should reflect your event specifically.

Before we dive into registration customization, let’s recap with an overview of the different types of events you might need custom registration for:

  • Multi-day events, such as conferences.
  • Event series, such as courses or classes.
  • Single-day events, such as a fundraising auction.
  • Multi-track events, with several series options.

With each type of event, your guests will need specialized registration options that allow them to choose exactly what they want and provide your organization with the details you need.

What might your registration options look like? Let’s go over a few examples of what your forms might include:

  • Custom ticket levels, including VIP, general admission, or exclusive offers.
  • Group or individual registration.
  • Seating preferences.
  • Additional purchases or donations.
  • Meal preferences or dietary restrictions.
  • Preferred method of communication.

When you give your guests maximum flexibility during registration, you set them up to better enjoy your event. Happy guests and a stress-free planning team equals a win-win situation!

See This Salesforce Event Management Feature in Action

One of the easiest (and most necessary) ways of customizing the registration process is by sending pre- and post-show surveys to your attendees.

Your event management app should allow you build out custom questionnaires and attach them to your registration form. That way, you can collect additional data without having to follow up with registrants manually.

Send pre- and post-show surveys to better understand your guests and inform both this event and future ones.

Some of the information you’ll need for an event won’t be information you already have on file (as is likely the case in the example above). However, when you use an event management app that’s native or integrated with Salesforce, you can transfer the data you capture in your surveys and store it in your customer or account profiles for future use.

You can use your Salesforce event management app to quickly build a dedicated micro-site for your event.

5. Top Salesforce Event Management App Feature: Event Website Generator

Between your website, email newsletters, and social media profiles, your organization will likely post event information across a number of different marketing channels.

While you definitely do want to take a multi-channel promotional approach, there’s also a benefit to creating one central hub for all your event information. That’s why we recommend finding an event management app that can generate dedicated event microsites.

Not only will your guests be able to more easily locate exact event details when they’re all stored on one easy-to-navigate site, but they’ll also be more inclined to share your event with friends when they can send all details via one simple link.

Aside from being the go-to event resource, your microsite can serve other purposes too, including:

  • Selling tickets. Simplify the ticket-buying process by offering a user-friendly registration form on your microsite. Make sure to prominently display this page in your site navigation and on the homepage.
  • Displaying merchandise. Set up your eStore and allow guests and other supporters to browse and purchase items directly from your event site.
  • Recognizing sponsors. Dedicate a page to thanking those individuals and businesses who have generously supported your event!

Your event management app can help you build this page to meet your needs, without having to go through a third-party web designer. See what customization options your app enables to ensure you can brand your page appropriately.

See This Salesforce Event Management Feature in Action

You can use your event management app to build out an event microsite that reflects your event and includes all of the information you want to provide.

Build out your event micro-site using your Salesforce event management app.

In this example, guests can select their ticket type, view event details (such as date, time, and location), and even see logistical information (like parking instructions) all on one simple, branded overview page.

Events are a major part of operations for some organizations. But just because they’re important doesn’t mean they have to be a hassle!

Streamline all aspects of your event management by finding a platform with all of these key features, plus any other specific needs your organization might have.

For more on managing events in Salesforce, take a look at these great resources:

Learn more about Salesforce Event Planning with our simple 7 steps!


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