Mobly Launches AI Platform to End Event Marketing's 'Blind Spot'

LEHI, UT – April 22, 2026 – By Jessica Campbell

In an age where digital marketing offers unprecedented data and real-time analytics, B2B event marketing has remained a persistent enigma—a costly “blind spot” where return on investment is often a matter of faith rather than fact. Today, Utah-based tech company Mobly announced a major move to illuminate this dark corner of the marketing world, launching what it calls the first AI-native platform designed to manage the entire lifecycle of field and event marketing. The new system aims to transform in-person engagements into a predictable, real-time revenue engine, giving B2B teams the kind of visibility and attribution they have long taken for granted in the digital realm.

The High Cost of a Blind Spot

For decades, B2B companies have poured significant portions of their budgets—sometimes as much as 30%—into trade shows, conferences, and private events. These gatherings are invaluable for building relationships and generating high-intent leads. Yet, the process of capitalizing on these interactions has been notoriously manual, fragmented, and slow. The result is a massive value leak. According to industry data, the average company takes a staggering 11 days to send a first follow-up after an event. By then, the momentum from a face-to-face conversation has often dissipated, with research showing buyers are three times more likely to engage immediately after an event than two weeks later.

This delay is a symptom of a larger systemic problem. Event data is often siloed in spreadsheets, badge scanner hardware, and disparate apps. Reporting is piecemeal, making it nearly impossible for Chief Marketing Officers and finance departments to accurately measure performance or justify future spend. This lack of a unified system means crucial decisions about which events to attend are made with incomplete information, and post-event execution lacks accountability. As one industry analyst report from Forrester noted, the complexity of B2B buying cycles and unintegrated technology makes effective event measurement a persistent challenge.

An AI-Native System of Record

Mobly's platform directly confronts these challenges by replacing the manual, disconnected process with a single, intelligent system of record for all in-person revenue activities. The company's claim of being “AI-native” suggests a deeper integration of artificial intelligence than the “AI-assisted” features seen in many existing tools. Rather than simply using AI to speed up isolated tasks, Mobly has embedded it into the core architecture to automate workflows and drive decision-making.

"We believe human connection is the most powerful signal in business and we're building the system to capture and scale it," said Zach Barney, co-founder and CEO of Mobly, in the company's announcement. "In-person has always been where the highest-value conversations happen, but it has never had the systems to support it and drive measurable pipeline. Now Mobly brings the same level of visibility and accountability to in-person that teams expect from digital."

The end-to-end platform is comprised of five integrated products:

• Scout: Uses predictive analytics to help teams evaluate which events are worth their investment by providing data on attendee personas, industries, and estimated costs.
• Host: Manages all event activations, from large booths to intimate dinners, handling registration, check-in, and direct CRM integration for full attribution.
• Universal Lead Capture: A core feature that enriches and routes every lead in real-time, merging multiple interactions into a single, comprehensive buyer profile.
• Pulse: Automates personalized follow-up based on interaction data, sending communications within hours, not days, and routing leads to the correct owner with built-in accountability.
• Insights: A performance measurement dashboard that tracks metrics against goals, offering a clear view of lead quality, follow-up speed, and overall event ROI.

From Handshakes to Measurable Pipeline

The launch comes as the B2B event marketing industry is not only rebounding but also rapidly expanding. The global event management software market is projected to grow from over $8 billion in 2024 to more than $17 billion by 2030. With this growth comes increased pressure to prove the value of in-person spend. Mobly's platform is positioned as a strategic tool for CROs and CFOs, not just marketers, by directly connecting event activities to revenue outcomes.

Early adopters of the platform, which already include major enterprises like Adobe and Ramp, have reported significant efficiency gains. Public reviews on software comparison sites praise the platform's user-friendly interface and its ability to seamlessly integrate with CRMs like Salesforce. Users highlight the platform's power to automate the tedious process of lead capture and enrichment, with some reporting savings of hundreds of hours and over a hundred thousand dollars annually. By eliminating manual data entry and accelerating the speed-to-lead from days to minutes, the system allows sales teams to engage with prospects while the conversation is still fresh, dramatically increasing the likelihood of conversion.

This shift from simply collecting leads to actively managing them through an automated, data-rich workflow is central to the platform's value proposition. It reframes event marketing not as a cost center with ambiguous returns, but as a predictable and highly efficient revenue-generating channel.

Human Connection, Amplified by AI

While the platform is built on sophisticated automation and AI, its stated goal is to enhance, not replace, the human element of B2B sales. By automating the logistical and administrative burdens that have long plagued event teams, Mobly aims to free up marketing and sales professionals to do what they do best: build genuine relationships. The AI handles the data processing, enrichment, and routing, ensuring that when a salesperson follows up, they have the full context of every interaction that prospect had at the event.

This represents a new paradigm for B2B engagement—one where technology facilitates more meaningful and timely human interactions. The automated follow-up from the Pulse product, for instance, isn't just about speed; it's about delivering a personalized message that references the specific conversation or interest a prospect showed. This level of personalization at scale was previously unattainable.

As B2B organizations continue to navigate a hybrid world of digital and in-person touchpoints, the ability to capture and act on intent signals from every channel becomes a critical competitive advantage. With its AI-native approach, Mobly is establishing a new operating model for field marketing, one where every handshake is captured, every action is automated, and every dollar of investment is measured, finally bringing the industry's most powerful channel out of the dark.