Introduction to InGo
Learn how InGo turns attendees, speakers, sponsors, and partners into advocates who share your event and help drive new registrations.
InGo is a referral marketing platform for events. It helps you turn the people already connected to your event — including attendees, speakers, sponsors, exhibitors, partners, and staff — into advocates who share your event with their networks.
By making it easy for participants to post personalized social content, InGo helps drive additional awareness, clicks, and registrations from the people your audience already knows.
What problem does InGo solve?
Growing an event is difficult when you are limited to your organization’s own marketing reach.
The people who need to hear about your event are already connected to the people who are attending, speaking, sponsoring, or supporting it. Speakers know other speakers. Sponsors know potential attendees. Attendees know colleagues who would benefit from being in the room.
Without InGo, event marketers typically see referral rates of about 2–4%. With InGo, customers regularly achieve 20–40% referral rates, and some campaigns reach even higher results by systematically activating existing networks.
How InGo works
InGo measures performance through a simple referral funnel:
Participants → Advocates → Clicks → Acquisitions
Participants
Participants are everyone connected to your event who could potentially share it. This may include attendees, speakers, sponsors, exhibitors, partners, staff, or other invited groups.
This is your total activation opportunity.
Advocates
Advocates are participants who post about your event on social media.
InGo allows advocates to personalize approved event creative with details such as their name, headshot, company, and job title. They can then share the post to platforms such as LinkedIn, Instagram, Facebook, or X.
Clicks
Clicks are generated when people in an advocate’s network see the post and click through to learn more about the event.
Acquisitions
Acquisitions are new registrations that come from those referral clicks.
Your InGo dashboard tracks each layer of the funnel in real time and breaks performance out by group, such as attendees, speakers, sponsors, and other audience segments.
How to activate your participants
Activation means getting InGo in front of your participants so they have the opportunity to share.
There are three primary activation channels. For the best results, use all three together.
1. Install InGo in your registration flow
The registration install places the InGo widget directly in your event registration flow.
After someone registers, they immediately see the option to share the event with their network. This is a high-intent moment because the participant has just committed to attending and is more likely to tell others about it.
Where to find it:
Go to Admin → [Your Event] → Activate Group → Install Widgets.
From there, select your registration platform to access the appropriate embed code.
2. Send VIP notifications
VIP notifications are emails sent from the InGo dashboard that prompt selected participants to post about your event.
Use VIP notifications for confirmed speakers, sponsors, exhibitors, partners, staff, or attendee groups. They are especially useful for VIPs who do not go through the standard registration flow or for re-engaging participants who have not posted yet.
VIP notifications can account for a significant share of total InGo results, so they should be part of every activation plan.
Where to find it:
Go to Admin → [Your Event] → Manage Emails.
3. Add InGo to your own emails
You can also include InGo in the emails your team is already sending.
Use an InGo HTML block or link in confirmation emails, “know before you go” messages, attendee updates, speaker communications, sponsor emails, or other event communications.
This gives participants another opportunity to share from an inbox they are already reading.
Where to find it:
Go to Admin → [Your Event] → Activate Group → VIPShare.
How to motivate advocates to share
Getting a participant to post once is valuable. Getting them to post again as the event gets closer helps build momentum throughout the full campaign.
Use multiple post templates
InGo allows you to save up to four posting options at a time.
As a best practice, provide at least two options:
- One template with a social avatar or headshot
- One template without a social avatar or headshot
Giving participants a choice helps them select the post format that feels right for them.
You can also use template availability windows to control when specific posts appear. For example, a “One month to go!” post only needs to be available during that part of the campaign. Set the correct availability dates, and InGo will handle when the post becomes available.
Refresh creative and copy throughout the campaign
If a participant has already shared all available post options, they will not receive another VIP notification because there is nothing new for them to share.
To re-engage previous advocates, update the posting text or add new creative. For example, you might introduce urgency-focused messaging such as:
- “Seats are running out”
- “One week to go”
- “Last chance to register”
- “Join me at the event”
When new content is available, previously active advocates become eligible to post again.
This helps create a steady drumbeat of social activity instead of a single spike at the beginning of the campaign.
Schedule VIP notifications strategically
Do not send all VIP notifications at the beginning of the campaign.
Instead, schedule them across the event timeline so outreach increases as the event gets closer.
For an event that is 90 or more days away, a suggested approach is:
- Early campaign: Send 1–2 notifications to activate speakers, sponsors, and other VIP groups early.
- Mid-campaign: Send about 1 notification per week as momentum builds.
- Final 2–3 weeks: Send about 2 notifications per week, when participants are most excited and most likely to post.
Use the Growth Report to optimize performance
The Growth Report gives you a high-level view of how your InGo program is performing and where it is projected to land by event day.
The Growth Report shows:
Your plan
Your plan includes the activation channels you have committed to using, such as registration install, VIP notifications, and InGo in your own emails.
Plan execution
Plan execution shows what percentage of your activation plan has been completed.
When your plan and execution are aligned, your campaign is better positioned to reach its goals.
Projected results
Projected results estimate where your campaign is expected to land based on current activity, including connection clicks and advocate count.
Recommended setup sequence for a new event
If you are setting up InGo for a new event, follow this sequence:
1. Upload your graphics
Nothing can be shared until post creative is available in InGo.
Work with your design team to prepare at least two creative options for each group, ideally including one option with avatar space and one without.
2. Send your first VIP notifications
Once graphics are live, upload your confirmed speakers, sponsors, or other VIP groups and schedule your first notification.
The earlier they post, the longer your event has a social presence before event day.
3. Install the registration widget
Add InGo to your registration flow so every new registrant has the opportunity to share at the moment they are most engaged.
4. Add InGo to your email templates
Add the VIPShare block or link to your confirmation emails and ongoing attendee communications.
As you complete these steps, your Growth Report will show plan execution moving toward 100%.