How Personalization and AI Are Changing Event Management on Salesforce

Last week, we kicked off the season with our first webinar of 2025. On March 27th, Advanced Communities hosted an insightful session on How Personalization and AI Are Changing Event Management on Salesforce.

Our esteemed speakers, Rebekah Hunter (VP of Global Strategic Alliances at Advanced Communities) and Oleksii Iuzviak (Product Owner at Advanced Communities), delivered a powerful combination of expertise. Rebekah shared her deep understanding of client needs in improving event management on Salesforce, gained through her extensive interaction within the ecosystem. Meanwhile, Oleksii provided profound technical insights, demonstrating how to maximize customer journey personalization using Salesforce, offering both strategic and practical perspectives.

You can watch the full recording or keep reading for a detailed recap.

Why Salesforce Is the Best Platform for Event Management

The session began with a quick introduction to Salesforce and why it is the ideal choice for organizations managing events.
Key benefits discussed included:

• A Single Source of Truth – Salesforce serves as a central platform for event management, allowing you to access all event-related data, including participant information, preferences, and post-event analytics, in one place.
• Seamless Integrations – Solutions can be easily integrated into Salesforce CRM, providing additional tools for personalizing events.
• Scalability – Whether hosting small webinars or large multi-day conferences, Salesforce equips you with everything needed for effective event management.

The Challenges of Personalization in Event Management

Rebekah emphasized the critical importance of personalization within online portals built on Experience Cloud. Most platforms are designed for mass audiences, making it difficult to tailor user experiences. Providing the same experience to every attendee leads to disengagement and lower event success rates.

Another major challenge is the reliance on manual processes for managing and segmenting attendees. Many clients still use spreadsheets and Google Docs for event management, which quickly becomes overwhelming. However, Salesforce Experience Cloud solves this issue by enabling deeply personalized experiences. With the right event platform, organizations can fully leverage these capabilities to streamline event management.

Personalization with Experience Cloud

With Experience Cloud, you can create unique experiences for each user, making them feel seen and valued the moment they log into the portal.

Using Salesforce’s AI-powered Agentforce technology, you can deliver personalized content tailored to each user, build smart event follow-ups to increase engagement, and predict attendee preferences for better event planning.

Live Walkthrough: Personalized Event Experiences on Salesforce

Oleksii conducted a live demo, showcasing personalized event experiences for three different user types: guest registrants, authenticated users, and power users (partners who can host their own events).

He demonstrated four levels of personalization that can be done on Experience Cloud:

1. Event Layouts – The events page dynamically adjusts based on who is accessing it, altering the event appearance or hiding certain events for specific users.
2. Event Registration – The registration flow changes depending on the user type (e.g., authenticated users bypass basic fields like First Name, Last Name, and Email).
3. Pricing Models – Prices can be adjusted based on previous activity, membership level, or other customizable criteria.
4. Email Communication – Personalized messages are sent based on user behavior, such as whether they attended, stayed engaged, or dropped off early.

This demonstration highlighted how different user types interact with the platform and showcased the power of personalization in modern event management.

Oleksii also demonstrated how Agentforce technology can help organizers create events that resonate with their audience while enabling users to easily find and register for relevant events with just a few clicks.

Wrap-Up

As a valuable resource, attendees were provided with a download link to Advanced Communities’ ebook on running events on Salesforce. You can download it here:

At Advanced Communities, we hosted many insightful webinars last year featuring guest speakers from Salesforce and our client organizations—so feel free to explore our past sessions!

If you have any questions related to this webinar or anything else related to Salesforce and Experience Cloud, please don’t hesitate to reach out—we’re here to help!